Zhuozhou Shaji Mooncake Packaging Design Based On Regional Culture Background

Food is an important material resource for human survival,but with the development of society,while human material needs are satisfied,and more attention is paid to the spiritual needs on culture and aesthetics.Among many types of food,mooncakes have always played an important role in people’s daily life since ancient times because of their association with important traditional Chinese festivals,and especially in the contemporary market economy,the importance of packaging design is highlighted because of their properties as commodities.Modern product packaging design has gradually transformed from packaging,storage and other functions into a carrier that carries information and aesthetic needs of many spirits,and its design output has become the core element of brand competition in the construction of corporate brand image and consumer experience of the consumer audience.Therefore,Zhuozhou,an old city,was chosen as the entry point for the study of local specialty Shaji mooncakes.Through field research and analysis of the process characteristics of Shaji mooncakes and the current situation of packaging design,the culture,customs and aesthetic appeal of the product audience are taken as the guide,the functional appeal of the product production body in processing,production,transportation and sales are taken as the foundation,the visual reproduction of regional cultural elements are taken as the basis,the historical and humanistic aspects and characteristic architecture of Zhuozhou are taken as the theme,The packaging organization was constructed to fit the visual image of the selection of materials,processing,production and other processes to realize the modernization of the visual image of Shaji mooncake brand,so as to evoke the emotional resonance of consumers for Zhuozhou’s regional culture with the creative design that integrates traditional cultural elements and helps local brand building.