Research On Brand Packaging Design Of Green Organic Agricultural Products Under The Background Of Consumption Upgrading

Consumption is an important engine of economic growth and plays an important role in economic development,both in the current and long-term development.At present,China is in the third stage of consumption upgrading,and the consumption structure in China is developing from the previous focus on material and functional consumption to high-level cultural and experiential consumption,and people’s consumption no longer meets low-level material needs,but more pursues psychological and spiritual pleasure.In this context of consumer upgrading,it is both an opportunity and a challenge for various industries,and the agricultural industry is no exception.Agriculture is the pillar industry of China’s national economy.With the change in consumption patterns and consumption motives,people’s choice of agricultural products is no longer limited to ordinary agricultural products,but will focus on the more high-end green and organic agricultural products market.Packaging design is one of the important ways to enhance the quality of social consumption and achieve consumption upgrading.The thesis mainly focuses on the study of consumption upgrading and agricultural product brand packaging design.The first part analyses the background,content,purpose,significance and current situation of research at home and abroad to clarify the research methods and ideas,so as to pave the way for the subsequent development of the thesis and design.The second part is an analysis of theories related to consumer upgrading,and a study of the concept of consumer upgrading,the development status and manifestation of consumer upgrading in China.The third part analyses the current situation of green and organic agricultural product brand packaging design and summarises some of its shortcomings.In the fourth part,the study focuses on the embodiment of consumer upgrading in the packaging design of green and organic agricultural products,analyses the changes in people’s demand for green and organic agricultural packaging in the process of consumer upgrading,and puts forward the necessity of research on the packaging design of green and organic agricultural products under the background of consumer upgrading.The fifth part mainly discusses the innovation of packaging design of green and organic agricultural products under the background of consumer upgrading,and analyses the aspects of personalization,environmental protection and differentiation of packaging design,which have positive effects and significance in meeting consumers’ consumption demands and can better promote brand value.The sixth part of the design practice is based on the new demand of consumption based on consumer upgrading.Firstly,the current situation of the packaging of the organic mushroom brand of Jingshan Yu-nong is investigated,and the packaging design is conceived on the basis of theoretical research,so as to design a set of agricultural product brand packaging that meets the current public aesthetics and the concept of green and organic,and to help the development of the brand of agricultural products of Jingshan Yu-nong.This project was commissioned by Nanzhang County Yurnong Mushroom Co.Through a combination of theory and practice,using field research,literature review,case studies and other research methods,the company redesigned the packaging for its "Jing Shan Yu Nong" brand of mushrooms,in order to inject the concept of green and environmental protection through differentiation and stylisation,strengthen the establishment of the brand’s quality image,show the good expectations of life,and design The design of the packaging for the company’s ’Jing Shan Yu Nong’ brand of mushrooms was designed to meet the new needs of today’s consumers and to promote the development of the local organic market.