Packaging Design Of "Wenheyou" Food In Changsha Based On Cultural Elements Of The Marketplace

In the context of urbanization,facing the modern city with tall buildings,the neglected ancient and forever fresh market culture began to attract people’s attention.However,nowadays,the application of market culture is mostly copy and paste,which makes consumers have some misunderstandings about market culture.Wenheyou in Changsha,as a brand known to consumers by virtue of market culture in recent years,has a certain research on the dissemination of market culture.Its brand feature is to lead consumers to recall the past with the old Changsha market culture scene in the 1980 s and 1990 s,but it lacks the application of cultural elements of the marketplace in food packaging design.Therefore,how to correctly apply cultural elements of the marketplace in the packaging of wenheyou in Changsha has become an urgent problem for wenheyou in Changsha.This topic selects Wenheyou in Changsha as the research object,determines the market research method,literature review method,case analysis method and image research method as the research methods of this topic,analyzes the excellent cases of cultural elements of the marketplace at home and abroad and the current situation of the packaging design of the same type of food,and explains the existing problems in combination with the current situation of wenheyou packaging design in Changsha.The application of market culture elements in food packaging design was discussed.By analyzing the cultural elements of the marketplace of the 1980 s,select representative elements to carry out follow-up research,and finally establish the design scheme based on the journey to the West and the old objects of the 1980s(black-and-white TV,old telephone,old washing machine,old tape recorder and magnetic tape),so as to carry out the packaging design of wenheyou food in Changsha under the elements of market culture.Through the extraction and transformation of cultural elements of the marketplace in the 1980 s,and then the packaging design of wenheyou food in Changsha is carried out,the characteristics of market culture in the brand are consolidated,and the brand competitiveness is shaped and enhanced,so that the packaging design of wenheyou food in Changsha can meet the needs of contemporary aesthetics,but also give the added value of market culture,and promote the cognition and dissemination of market culture.