Research On Special Product Packaging Design Under The Influence Of Ancient Town Culture

With the development of tourism economy and the rise of tourism industry in ancient towns with strong local culture,local products of ancient towns have become fast-selling products.However,the homogeneity of specialty packaging design in the market is obvious and lacks the characteristics of regional culture.This paper focuses on the positioning of the packaging of Qianshi cake under the influence of Xitang ancient town culture.Taking the brand of "first-line day" as a practical case,the packaging of Qianshi cake is designed and created around the factors of product culture,local characteristics,user needs and brand concept,and a series of packaging of Qianshi cake with the characteristics of Xitang regional culture is created.This paper focuses on the following main points: first,the concept of "bringing Xitang home" brand concept into packaging design,enhance the regional recognition of Xitang "first-line sky" Qianshi cake brand,and show the inherent humanistic spirit of packaging;second,pattern transformation,extraction of visual elements in Xitang culture,combined with the attributes of the product itself,to transform it into packaging characteristics.Publicize the culture of Xitang ancient town;3)structure presentation,incorporate the regional culture gene of Xitang into the structural design of Qianshi cake packaging;4)classified design,according to the different elements of sales object,product taste and product weight,product positioning and classified design of Qianshi cake packaging.