The Use Of The Regional Cultural Chatacteristics Of The Chinese Fast Food Packaging Design

To establish distinctive cultural characteristics, it performs importantly to apply the visible regional culture in the fast food packaging design, with excavating the brand regionalism and conveying an outstanding optical uniqueness. Meanwhile we forged the packaging of Chinese fast food according to modern aesthetics with local cultural characteristics to enhance the corporate identity and its brand identifiability.In this paper, we firstly investigated the present situations and the differentiations domestically and abroad in the packaging design of Chinese fast food, and analyzed the existing problems. Secondly we established its theoretical basis by elaborating the meanings, features and functionalities of the design, and provided cultural basis via in-depth exploring of the origin, flavor and history of Sichuan cuisine. In addition, we dig out the most representative Bashu culture, established its domical position in The Three Kingdoms culture and abstracted suitable visual elements from the appearance of architectures, paintings and kitchenware for packaging. Finally we applied the graphics, colors and structures with outstanding local characters into the fast food packaging design of "Boiled three ".