Hubei Tujia Folk Culture Elements Research On Application Of Xilankapu Packaging Design

Tujia brocade in Tujia folk art in Hubei Province-Xilankapu is the most representative folk cultural product of Tujia folk culture,which is closely connected with the lifestyle of Tujia,and reflects the traditional culture of Tujia is Tujia folk The essence and crystallization of culture.With the current increase in the state 's inheritance and protection of intangible cultural heritage,the market and production of Silangkap products have a certain scale,and more and more Silangkap products have entered people 's vision,It is exported to overseas and becomes an important material product in people's lives.The functional,decorative and folk cultural characteristics of Silangkap products make the packaging of Silangkap brocade products meet the basic functions and have visual impact at the same time,so that the packaging can stimulate the consumer's desire for consumption,To get a visual aesthetic experience of product packaging.The main purpose of this research is to analyze and refine Hubei Tujia folk cultural elements and their reflection in Xilankapu,and to incorporate the unique folk culture elements of Tujia into the packaging design of Xilankapu brocade.Not only is the innovation in design thinking of the improved design of the Xilankapu packaging,but also reflects the current demand and development trend of the folk cultural products market.As an important medium for communication between consumers and products,packaging contains product culture and brand meaning that will be directly communicated to consumers through the visual language of product packaging,thereby promoting the marketing of products and the improvement of the market competitiveness of product brands.In this paper,the application of Tujia folk culture elements in the packaging design of Xilankapu products is carried out,and the main research object of Xilankapu packaging design is the theoretical analysis and practical research on the embodiment of Tujia folk culture elements in packaging design..First of all,it analyzes and studies the folk culture of Tujia from four aspects: profound historical,folk,cultural and aesthetic aspects,and summarizes the characteristics and connotation of its folk cultural elements.Secondly,based on the analysis of the relevance between Xilankapu and folk cultural elements,a theoretical analysis of the application value of folk culture elements in Xilankapu product packaging design.Thirdly,according to the new needs of the society,the application and innovation of folk cultural elements in packaging design will be studied and discussed from the perspective of packaging design expression.Through the integration of folk cultural elements,the packaging design of Xilankapu products will be more personal and unique The humanisticcharacteristics of the country,thereby promoting the marketing of Xilankapu products and enhancing the market competitiveness of the brand,are also the inheritance and promotion of the folk culture unique to Tujia.Finally,the packaging design application practice for the Xilankapu scarf,based on market research,clear the design positioning,determine the brand positioning and conception,complete the packaging design production,in the design practice to achieve the integration of folk cultural elements and packaging design.