Translation And Expression Of Shanghai Style Culture In Shanghai’s Old Brand Packaging Design

Shanghai style culture is the essence of regional culture and has valuable cultural value.Shanghai’s old brand carries the cultural accumulation of Shanghai style culture over the past century,and has become a symbol of Shanghai.Packaging,as an important medium for the dissemination of old brands in Shanghai,plays an important role in conveying brand concepts and highlighting the cultural style of Shanghai style.Economic globalization has brought more and more brands into the market,and Shanghai old brands are facing challenges in their innovative development;In addition,the rich ways of information make the information people receive increasingly complex,which to some extent limits the dissemination and promotion of traditional culture.Therefore,how to translate and express Shanghai style culture in the packaging design of Shanghai old brands is a problem that need to pay attention at present.Cultural translation refers to the transformation of cultural information by different media and carriers,which has a far-reaching impact on the dissemination of culture.Through the history of Shanghai,it is of great significance to promote the enrichment and diversification of Shanghai style culture transmission modes for and development of Shanghai style culture in the new era.Therefore,Shanghai’s old brands should be based on Shanghai style culture,explore possibilities for cultural translation and expression of Shanghai style culture,and use Shanghai old brand packaging as a carrier to achieve the translation and expression of Shanghai style culture,for improving the influence of Shanghai style culture.Based on relevant research on Shanghai style culture and the status quo of Shanghai old brand packaging,this article analyzes the dilemma of Shanghai style culture in today’s dissemination,and proposes to promote Shanghai style culture in the form of cultural translation in the package old brands,so that Shanghai style culture can be contacted and understood by more consumers.The main research contents of this paper:1.Elaborate and analyze the basic concepts of this article: old brands,Shanghai style culture,and cultural translation;2.Based on relevant theories,it deduces the different dimensions of cultural translation and outputs the general model of cultural translation;3.Analyze and extract the cultural genes of different levels of Shanghai style culture,and explore the translation path of Shanghai style culture in Shanghai’s old brand packaging;4.Analyze the existing Shanghai old brand packaging,and find the problems of Shanghai old brand packaging for the translation of Shanghai style culture.Through design practice,redesign the Shanghai old brand packaging according to the Shanghai style culture translation model.5.Provide corresponding suggestions for the translation of Shanghai style culture into Shanghai old brand packaging design and the sustainable development of Shanghai style culture.Through cultural translation,Shanghai style culture and Shanghai old brand packaging are integrated,thereby promoting the translation and innovation of Shanghai style culture under modern design concepts,and injecting vitality into the development of Shanghai old brand and Shanghai style culture in the new era.