The Design Of Moon Cake Packaging Under The Background Of Consumer Culture

With the fast development of economics and enhancing international communication, people's living standard is improving. The focus of modern consumption has turned from the use value of commodities to the pursue of their images and meaning, that is, the symbolization of commodities, and thus consumption is a economic process as well as a cultural one. Consumptive culture is thriving in China. It affects people's concept of consumption and life style unconsciously. In the field of consumptive culture, people care not only the use value but also the symbolized value. Symbolization consumption is by no means just to satisfy the need for food, clothes and shelter, but the"self realization"of the consumers, or the consumption reflecting"self-value", of course including"self-display". The symbols of commodity in modern society is loaded with such abundant meanings such as style, taste, fortune, success, status, privileges, etc. such unsteady system of symbols has an endless energy to stimulate people's desire. The consumption to satisfy one's need has turned into the consumption to satisfy one's desire. Due to all above, the dissertation studies the modern package design of moon cake against the background of consumptive culture. What included in the design of moon cake package are such additional cultural values produced by factors such as package, design, mid-autumn culture, and the aesthetics of daily life, exchange of emotions, advertisements and images. The dissertation emphasizes the origin and the development of consumptive culture and its impact on the package of moon cake. Then it features the various causes leading to"over package"and the"moon cake of unreasonably high price". And then the dissertation analyses the destruction of ecological balance, environment pollution caused by too much package of moon cake from the viewpoint of sociology. The conclusion is that to the moon cake package, the designers should be sober in spite of the sophisticate phenomena of consumption culture. Furthermore, the sustainable design of safe, environment friendly, simple moon cake package is advocated to keep pace with the development of a harmonious society.