Research On The Regional Culture Of Taohuayuan And Brand Design Of Dietary Culture

The deepening of China's urbanization and invasion of foreign cultures have changed people's production and lifestyles,which generated barriers between cultural carriers and audiences.Meanwhile,the utilitarian commercial development has damaged the cultural soil on which the regional culture of Taohuayuan depends,and broke cultural and ecological balance with serious cultural homogenization and dramatic decrease in cultural resources.Impacted by the intensive manufacturing industry in developed regions,traditional handicraft workshops and geographical markets in rural communities are bankrupted,which forced most young adults to cities and sent rural communities into decline.Therefore,it is the priority to realize the sustainable development of regional culture of Taohuayuan,form a cultural and ecological system,achieve industrial upgrading of Taohuayuan,and revitalize the region.Apart from being an important part of regional economic and social development,the regional culture of Taohuayuan also is the basic resource for local economic as well as social progress.Based on the collaborative innovation that takes regional dietary culture of Taohuayuan as carrier,this paper expects to find a way that design involve in social practice and influence social values,so as to achieve the dual purposes of rural revitalization and cultural communication.By means of regional culture and design innovation theories,this paper analyzes successful community cases at home and abroad and discusses to involve design innovation in the region and expand the living space of regional culture in modern lifestyle,so that the carriers and local places are benefited.By studying the cultural advantages and resource characteristics of Taohuayuan area,the regional culture is analyzed profoundly to extract the genes of regional culture of Taohuayuan.Meanwhile,the local knowledge system is constructed,and a new viewpoint of cultivating regional culture through dietary habits is proposed to carry out the innovation design of Taohuayuan regional culture.Besides,through taking Taohuayuan's local specialties and tea as the design innovations,the collaborative innovation approach is adopted to design and innovate local place of Taoyuan,including its brand image,packaging design,food utensils and online transaction platforms,etc.in this way,Taohuayuan is able to quickly integrate into the globalized commercial market as well as social network at lowest costs,so as to upgrade local traditional industries,increase employment opportunities,attract migrant workers to return home,solve the needs of left-behind children,women and the elderly,stabilize social capital,activate local residents'innovation awareness,and complete industrial development.The significance of this paper is guiding designers to carry out practice of regional cultural design by starting with regional lifestyles.Focusing on people's production and life design,it inspires designers to get close to people's lives,increase product functionality,and complete the transition from"decorations" to "commodities".On this basis,people can experience the regional culture of Taohuayuan at all times and generate a sense of cultural identity.All these expect to provide certain reference for current community building and rural revitalization.