| There is an old saying in China: Food is the paramount necessity of the people.Rice has been one of the staple food in China.We are in the age of consumer culture,the role of the food is not only to get people stuffed,the experience of consumption and the cultural significance behind the product is becoming the key point.It is difficult to achieve maximum value of rice because the additional value is at the bottom according to the economy principle.With an increasing demand in material culture,the convention from raw material food to the gift of one commodity can not only satisfy the requirement of the era culture,but also meet the personalization demand in the customer.The market of high-end rice in domestic market remains to be developed,the low packaging cannot get proper brand premium in the top quality rice.Since ancient times,China has the gift-giving tradition when meeting the guest.Based on the theory of “gift” given by French sociologist Baudrillard,content must be numeric can be consumed.Acceptable consumption must be combined with age culture,user culture and brand culture.In view of gift design of “Daohuaxiang” as well as the domestic regional culture characteristic,put forward for suitable regional gift design,life style and people demand.According to various requirements of gift design,carry out the concept of “gift” culture connotation of quantitative research and evaluation.Based on the investigation of the consumer groups and market,high-end rice of “Daohuaxiang” commercial packaging design can be achieved in a commercialization and gifting manner. |
