Research On Beijing Style Pastry Packaging Design Practice

As an important part of Chinese traditional culture,Chinese food culture is in the same line with other excellent cultures.Among them,the traditional pastry originated from the Shang and Zhou dynasties has a history of thousands of years,is a part of the broad and long-standing Chinese culture.Among the traditional pastry factions,Beijing pastry fully demonstrates the unique charm of Chinese food culture with its delicate shape,soft taste and rich cultural connotation.With the rapid development of society and the improvement of people ’s living standard,people’ s lifestyle has changed greatly.Beijing style pastries with rich taste and suitable for all ages have been given new meaning while meeting people’s "snacks before dinner",and have become an important choice for leisure entertainment and gifts.At the same time,Beijing style pastry adds new elements in taste,shape and other aspects to meet the needs of consumers.The packaging of the products not only protects the products and facilitates the storage,but also beautifies the products and promotes the sales.In a variety of competitive markets,packaging is an important standard for consumers to judge the quality of products and stimulate their desire to buy.It is also an important means for brand publicity and promotion,and to enhance the brand image and brand culture.However,there are some problems in the packaging of Beijing style pastry in the market,such as single packaging form and color,old creativity,lack of product image and cultural connotation.Based on the investigation and analysis of Beijing style pastry and its packaging,this study sums up the shortcomings of Beijing style pastry packaging design,examines the application of traditional elements in the packaging design of Beijing style pastry with the modern aesthetic concept,explores the combination of traditional elements and modern elements,applies them to the packaging design of Beijing style pastry of "A Corner of Simple Joy",and conveys the connotation of Beijing style pastry through packaging The cultural connotation expresses the pursuit of the elegant,implicit,dignified and rich oriental artistic conception and the inheritance of the traditional pastry culture.The research content of this paper is divided into the following five parts:the first part is the introduction,which describes the research background,purpose and significance,research status at home and abroad,research content and methods,research characteristics and innovation.The second part expounds the evolution of Beijing pastry and its packaging design,and analyzes the packaging characteristics of Beijing pastry before the Ming and Qing Dynasties and before and after the reform and opening up.The third part analyzes the current situation of Beijing pastry packaging design in the market,and puts forward the brand positioning and brand logo design of"A Corner of Simple Joy".The fourth part is the "A Corner of Simple Joy" Beijing pastry packaging design practice part.Through the elaboration of the packaging form,pattern,text,color and other elements,the packaging design inherits the traditional elements and conforms to the modern aesthetic needs,and through the packaging performance and convey its cultural connotation.The fifth part is about the exhibition of "A Corner of Simple Joy" Beijing pastry packaging design and the future prospect of Beijing pastry packaging design.