The Utilization Of Qi Culture Elements In Qi Guzhai Traditional Pastry Package Design

It is getting more important for design to explore the design elements in Chinese traditional culture in recent years.The traditional culture elements are consisted from plenty of visual elements,such as texts,color and plastic factors.This paper will do the research from three aspects: finding the method to place the visual elements in packing designs of pastry brand,assisting the inheritance and development of traditional culture—Qi Culture,promoting the market competition of pastry brand.This Paper has collected plenty of documentations on Qi Culture and pastry packing.During the survey of Qi Culture,it is found that Qi Culture,with a kind of regional features,contains many historical contents in the area of texts,color and plastic factors that involve design elements with high aesthetic values.These elements can be integrated into the design of pastry packing.Meanwhile,there are several shortcomings that have been found in the traditional pastry research.Firstly,lacking of brand awareness of the traditional pastry industry leads to a downward trajectory in fierce competition on today’s market place.Secondly,traditional pastry industries haven’t paid enough attention on promotion of product packaging,of which is always old-fashioned.Besides,the packages are quite simple and crude,and the methods are lacking innovation.Zibo Qi Yun Food Limited Company is developing a traditional pastry brand named Qi Guzhai.The company has entrusted me to do the packaging design for this new brand.After the marketing investigate and survey,I decide to use Qi Culture in the main design plan.It will convert the historical elements of Qi Culture into picture elements,combining color,images and texts of Qi Guzhai traditional pastry.It also builds a conventional pastry brand with unique culture feature.The research can be summarized into four steps.First of all,get the background information of this task and the purpose and significance of Qi Culture in pastry brand design from previous surveys and investigates.Secondly,summarize the category characteristics of traditional brand pastry and analyze the orientation of QiGuzhai pastry in the traditional kinds.Thirdly,analyze the cultural elements,such as characters and stories,then refine the design elements.Finally,do the design analysis for the package of Qi Guzhai pastry.This will need to reorganize the texts,color and plastic factors in Qi Culture,and then integrate the conventional elements in Qi Culture into the packaging design of Qi Guzhai pastry.This will promote the embodiment of traditional cultural elements in packaging design and assist the propagation and development of Chinese traditional culture.While studying the aster degree of art,I hope this thesis that could provide relative helps for pastry package designers from the expounding of package design methods and viewpoints of Qi Guzhai pastry.