Research On The Packaging Design Of The Time-honored Cosmetic "Xie Fuchun" From A Narrative Perspective

With the rise of national daily chemical brands in recent years,many local classic cosmetics brands have taken advantage of the situation to complete their transformation,such as Pechoin,which is far ahead.However,some time-honored brands such as Xie Fuchun and Kong Fengchun are still in a series of practical problems such as low popularity and insufficient brand influence.As a design student and researcher,I try to start from the perspective of product packaging,with the support of narrative theory,to explore the innovative application of narrative design in packaging,and to seek innovative design strategies to activate the development of time-honored cosmetic brands.From the theoretical level,this paper conducts a focused research on time-honored cosmetics,summarizes the definition of time-honored brands,and sorts out the important development process of time-honored cosmetics from ancient times to the present.At the same time,the meaning of narrative design in narratology is derived from the interdisciplinary field,and the correlation research of each component of narrative design is carried out.Based on time-honored brands and narrative theory,this paper summarizes the narrative characteristics of time-honored cosmetics in packaging design in different historical periods,summarizes their narrative laws,and explores the design opportunities of narrative design in the packaging of time-honored cosmetics.Based on the research at the theoretical level,we conjecture the innovative path of narrative design of the time-honored Xie Fuchun packaging.Taking Yangzhou’s time-honored cosmetic brand "Xie Fuchun" as a specific case study object,by exploring its corporate development history,product packaging changes,brand culture orientation and faulty lifestyle,it analyzes the narrative characteristics of "Xie Fuchun" product packaging design,and then compares it with the classic domestic brands.A case study of packaging narrative design was conducted by analogy,and the innovative ideas for the construction of packaging narrative design for time-honored cosmetic brands were summarized.The value mining of the brand culture of "Xie Fuchun",and guided by the brand culture value,the narrative design strategy of the time-honored cosmetic packaging and the narrative construction process include setting the narrative theme,setting the level of expression,setting the plot,Multiple process points including the visual representation of narrative design.Finally,combined with the actual research,the proposed design strategy is applied to the packaging design case of "Xie Fuchun" brand products,taking modern product packaging as the design object,and verifying the method of narrative design of time-honored cosmetic packaging.The article attempts to complete the narrative design research on the product packaging of the "Xie Fuchun" brand,and at the same time incorporates the author’s thoughts on the young consumer groups in the process of transformation of the current time-honored cosmetics industry,and also hopes to provide some reference and guidance for the packaging design of other time-honored cosmetics brands.significance.