| The creation of traditional food brands is an important component of promoting the traditional culture of the Chinese nation.The construction of the socialist economy in the new era has shifted from rapid growth to high-quality development,and achieving the creative transformation and innovative development of traditional culture has become a new development trend.In the context of changing consumption concepts and fierce market competition,it is necessary to increase the construction of traditional food brands and enhance the added value and competitiveness of traditional food brands.With the advent of the information age,the phenomenon of excessive packaging and homogenization of traditional food has intensified,making it difficult to achieve strong competitiveness.The packaging of traditional food has become a focus of brand competition.Based on the concept of visual hammer,this article creatively proposes research strategies for packaging design to achieve effective communication value for the brand from the perspective of visual marketing.One of the design principles of the visual hammer is "simplicity",but simplicity does not mean simplicity.To achieve brand marketing,it is necessary to find the point where the brand has the most communication value,and optimize it through design proximity.Embodied in packaging design,it is to build visual hammers and language nails for the brand and combine them to quickly attract consumers,deepen memory through brand cultural connotation,reflect the core competitiveness of the brand,help traditional food brands to occupy a place in the hearts of consumers through visual marketing,and highlight brand characteristics.This article takes the packaging design of traditional food brands as the research clue,and takes the visual hammer concept as the theoretical guidance.Through literature review,it is found that the packaging design of traditional food brands in China lacks overall awareness,often overemphasizes aesthetic value,and ignores the visual marketing and brand cultural value of packaging.Through the introduction of the visual hammer concept,the significance and functions of traditional food packaging design are verified,and the conclusions are reasonable and feasible,Form a traditional food packaging design innovation strategy based on the concept of visual hammer.At the same time,in order to strengthen the feasibility of this study,the theory was finally applied in practice through specific cases,aiming to provide innovative ideas for traditional food packaging design in China through the research of this topic. |
