Research On Package Redesign Of Wuling Tianjiao In Youyang,Chongqing

Chongqing's unique food culture has created its food characteristics of "hemp,spicy,fresh and fragrant".Chongqing's special condiments developed around this feature occupy half of the condiment market.With the globalization of economy and the internationalization of trade,Chongqing's food culture is gradually moving towards the whole country in the increasingly close international exchange.As a local product of Chongqing,Wuling Tianjiao has gained new market opportunities in the face of new changes in market challenges,aesthetic needs,consumption concepts and export to the world.In the face of this situation,the enterprise decision-makers think that it is necessary to adjust the brand strategy and upgrade the product packaging.Based on this,the original packaging design of Wuling Tianjiao is highlighted.Based on a large number of Market Research on "Wuling Tianjiao",combined with the enterprise's overall market strategy,mainstream packaging design concept,excellent design cases and comparative analysis of similar products,this paper holds that there are the following problems in the packaging design of "Wuling Tianjiao": first,the mother and child brands are fighting each other,the brand integrity is missing;second,the simple and straightforward graphic application,the lack of artistic beauty;3 ?Homogeneity of color expression,lack of visual tension;fourth,the old form of material selection,environmental protection needs to be improved.Through investigation,comparison and analysis,the author believes that as a traditional local characteristic agricultural product,"Wuling Tianjiao" should start from product characteristics,new design concepts,aesthetic concepts,etc.,and combine the product positioning of"Wuling Tianjiao" from "quantity" to "quality",from "many" to "fine" brand positioning,from "extensive" to "quasi" consumer positioning changes,so as to make the product from birth The whole process of growing mature,manual picking,manual handling,fine selection,refining,baking and making delicious food,as well as the relevant visual elements in each process,i.e.Youyang topographic map,product growth process,relevant farm tools,series products,baking mode,representative delicious food,etc.are the extraction sources of packaging graphic symbols to strengthen the product content;four kinds of single products are used to consolidate Color is the main tone of color-to set off product attributes;to apply sustainable materials-to practice the concept of environmental protection;to unify the visual image-to reflect the integrated marketing strategy.In order to form a new design orientation and design creativity in the product packaging of Wuling Tianjiao through specific design expression,improve the competitiveness of Wuling Tianjiao in the face of new market environment such as personalized aesthetic demand,healthy consumer demand,diversified product selection,and the influence of ecological agriculture,integration of agriculture and tourism,online red Chongqing and other new opportunities,and help "Wuling Tianjiao" Lingtian pepper "products" go out ".