Research On Packaging Innovation Of Old Brand From The Perspective Of The Nation Tide Culture

In recent years,with the growing recognition of Chinese culture among Chinese people,national tide culture came into being.Compared with many domestic brands,especially the time-honored brands with simple packaging design and single communication mode,the brands under the influence of national fashion design style are full of vitality and have great market competitiveness.Old brands carry a long history and rich cultural connotations.However,in the tide of market economy,the development of old brands is not optimistic.Most old brands are stuck in the business philosophy,follow the old ways in the design performance,and lack of innovation in the design strategy.The harsh market environment forces time-honored enterprises to make changes to adapt to the ever-changing market demand.In this paper,under the background of the tide culture,using the literature research,case analysis,market research,comparative research and design practice,with old packaging design as the research object,analyzing the old brands are faced with the problem,from the tide culture concept,current situation,problems and old packaging good case analysis,and elaborates the design innovation from four aspects.Against the old brand packaging problems,the author embarks from the modern design thinking,from the design strategy and design performance,the dissemination of research in three aspects,analysis of the current domestic old brand packaging design of the present problems,and according to the packing present problem,put forward corresponding to the old packaging design strategy,improve the old brand market competitiveness,digging into cultural value of the old brand itself.Based on the in-depth study of national tide culture,the author selected three successful cases of national tide style design of food brands to seek the feasibility between national tide culture and packaging design innovation and upgrading of time-honored brands.At the end of this article,the author at the completion of the related theoretical research at the same time,to marry a time-honored brand cake packaging design transformation,using the wave design style of the original packaging has been optimized,through the questionnaire survey,to determine the preferences of consumers,and to dig deeper into the married female cake of historical culture,ultimately design the product packaging,handbags,posters,etc.Series of derivatives,has realized the tide design style in the application of the old packaging design.At the end of this article,the author at the completion of the related theoretical research at the same time,to marry a time-honored brand lianxiang floor cake packaging design transformation,using the wave design style of the original packaging has been optimized,through the questionnaire survey,to determine the preferences of consumers,and to dig deeper into the married female cake of historical culture,ultimately design the product packaging,handbags,posters,etc.Series of derivatives,has realized the tide design style in the application of the old packaging design.In a word,this paper has made an in-depth discussion on the causes and development of national tide culture,and the research on packaging design of time-honored brand,and the innovation of time-honored brand culture has played a promoting role to some extent.It plays an important role in the spread of time-honored brands and Chinese culture.