Research On The Application Of Innovative Brand Packaging Design Of Shanxi Time Honored Brand Vinegar

In the long course of the development of human society and history,all kinds of culture in our country has experienced long-term accumulation and precipitation,and has its own unique and rich cultural connotation.Especially the traditional culture of our country has been fully reflected and applied in the packaging design.Vinegar is a great treasure in traditional Chinese culture,especially in Shanxi Province,which is one of the "four famous vinegar" in China.When people talk about vinegar culture,they will naturally think of Shanxi.Vinegar culture in Shanxi has a long history,and many old brands are listed as intangible cultural heritage.Shanxi's time-honored brands are various.Here we mainly study Shanxi's Vinegar brands.In choosing the innovation of brand packaging,"yiyuanqing" brand was finally selected,"Yiyuanqing" is the back of the brand "Ninghuafu".Ninghuafu is the mansion of Zhu Jihuan,the son of Zhu Gang.Zhu Gang,the king of Jin in the early Ming Dynasty,is the third son of Zhu Yuanzhang's 26 sons.At that time,it was sealed in Taiyuan,Shanxi Province.Now,the Hutong area of Ninghuafu in Taiyuan is the royal mansion of Zhu Jihuan,Zhu Gang's son.The address of yiyuanqing is the workshop for making wine and flour for Ninghua royal mansion at that time.Yiyuanqing inherited the fine craft and tradition of the Royal Palace at that time,so yiyuanqing's Vinegar fame was very loud at that time.In recent years,yiyuanqing has carried out many technological innovations in the production process and raw material ratio,not only in the flavor,but also in the output rate and economic efficiency.But with the progress of the times,the packaging creativity of vinegar is old,and lack of integration of local characteristics,it is difficult to bring consumers fresh visual experience,and it is not easy to stimulate consumers' purchase behavior through visual appearance.Therefore,it is necessary to fully explore the traditional culture of Shanxi and integrate it into the packaging design of yiyuanqing to break through the original packaging image and create a unique visual packaging image.This paper will take the yiyuanqing package of Shanxi time-honored brand as the prototype,through the investigation and comparison of all kinds of vinegar brands,and through on-the-spot investigation and other ways to grasp the current general rules of vinegar packaging and the existing problems of vinegar packaging,and to all kinds of visual elements in the whole packaging design market.Through the systematic researchof element and consumer's purchase psychology,we can carry on the reform and innovation to the packaging design of Shanxi vinegar,and through the selection of many schemes,we can finally transform the packaging into the style of integration of innovation and traditional art.