| Women’s Script, the unique and wonderful cultural phenomenon in human history and the cultural carrier of special letter symbol, humane connotation and traditional customs is the only female character in the world, which only used between women. Women’s Script as the national intangible cultural heritage and Chinese cultural treasure mainly produced in jiangyong County, Yongzhou city,Hunan province, and it has the typical characteristics of the culture of Chu and Yue,which contains rich cultural connotation and aesthetic value. However, any kind of cultural form couldn’t avoid being disconnected with the needs of the society and times because of time’s changing, cultural diversity and socio-economic development,finally gradually quitted the stage of society and history. Viewed from cultural inheritance and protection, local resources’ excavation, and socio-economic development, one culture’s formation had its own origin and as one part of the whole culture was indispensable. Therefore, the protection and exploitation of Women’s Script became an important subject on enriching local cultural connotation and promoting regional economic development which had a great research and application value.Culture originated from the interactive procedure of nature and society,reflecting the human and their life. It is obvious that the combination of local characteristic culture and local characteristic products will be closely related to the local life. Rice is the necessary food crops for living. And Jiang Yong Fragrant Rice,due to the unique geographical environment makes its mineral-rich and enduring fragrance features, become a popular influential local product. But if running it as a brand to let more people to buy, we must work more in the brand culture. Product packaging is the coat of a product, and also carries this product’s brand culture. The purpose of this project is combining Women’s Script with local product by packaging to build a strong brand to promote the development of local economy and culture.Regarding the point view of design, this article summed up the origin,characteristics, function and aesthetic value of Women’s Script and excavated its commercial value, which targeted at Jiang Yong Fragrant Rice, the local product of Jiang Yong Women’s Script’s birthplace and based on the research of literatures and theoretical monographs. At the same time, this article also analyzed the current situation of Women’s Script cultural products and their packaging, in order to reveal the limitations and a series of problems of the inheritance and development of Women’s Script culture for exploring new better way to inherit and protect it. The author summed up integrating points on packaging between Women’s Script culture and Jiang Yong Fragrant Rice, so this two can be combined to produce the unique cultural product. Finally, based on the unique cultural products’ designing and packaging theoretical research of Jiang Yong Fragrant Rice, the author summarized the Women’s Script culture’s expression in the packaging of the Jiang Yong Fragrant Rice and finished the practice of packaging on this unique cultural product by the artistic means that could take the Women’s Script’s font, continue its meaning and express its charm.In this article, the author integrated the unique Women’s Script culture into the packaging of Jiang Yong Fragrant Rice made the local resources working together to achieve complementarities that was a good exploration of diffusing and developing the Jiang Yong Women’s Script culture, which not only improved Jiang Yong Fragrant Rice’s brand cultural valve, but also put the inheritance and protection of the Jiang Yong Women’s Script into the daily life of everyone. At meantime, this pattern can also be referred by other local products’ packaging design combined with local unique culture. |
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