Study On Brand Packaging Of The Ancient City Of Ping Yao’s Characteristic Foods Under The Protection Of Intangible Cultural Heritage

The Ancient City of Ping Yao,a well preserved and cultural city of national history and culture,not only has a lot of tangible material and cultural heritage,but also has rich intangible cultural heritage.The special food of the Ancient City of Ping Yao is a form of local context,and its packaging design should also bear the responsibility of spreading the special spiritual production of the ancient city-the non material culture.Therefore,the package based on the non remains elements is conducive to the development of national cultural characteristics and the shaping of the national brand;the series packaging under the protection of non remains is beneficial to increase the cultural added value and cultural connotation of the product;the creation of the brand is beneficial to the promotion of the product;the unity of the packaging is beneficial to the promotion of sales;the different grades of packaging are available.It is conducive to expanding sales;packaging design combining form and function is conducive to improving brand image for design purposes.After analyzing the present situation and level of the design of special food at home and abroad,this paper finds out the inadequacies of the domestic characteristic food packaging design-cultural poverty,lack of personality,rough brand,poor design,simple structure,less environmental protection,no fashion,less taste,lack of system,system,learning and learning from foreign packaging design.We should take the advantages and avoid disadvantages and optimize the packaging design of special food products in China.Next to the characteristic food of Pingyao County on the spot investigation,select the representative of the four special food-Pingyao beef,Pingyao moon cake,Pingyao oil tea,Pingyao potato noodles,fully considering the function of "Pingyao characteristic" product packaging design,"tailoring" design and packaging,reflecting the product characteristics.Based on the cultural connotation of the characteristic products of the Ancient City of Ping Yao,we should establish brand awareness and integrate the cultural elements with the packaging design.Refine representative patterns and apply them to packaging and decoration,and decorate the special food packaging with additional functions.It is beneficial to enhance the cultural added value and cultural connotation of the product by the packaging of the non remains based on the national cultural characteristics and the series of packaging under the protection of the national brand.