Research On The Application Of Beijing "Sijiucheng" Cultural Elements In The Packaging Design Of Sanhe Daoxiangcun

Under the background of experience economy,people’s demand for commodity packaging has long broken through the function of protecting commodities,and the demand for emotional expression of packaging has become stronger and stronger,and those packaging designs with unique aesthetic characteristics and humanistic care are more and more favored by consumers.The packaging design reflects the regional cultural characteristics of the goods,and then reflects the emotional care for consumers,becoming the main innovation point of modern packaging design.Beijing has a history of "3,000 cities and 800 capitals" and a construction pattern of "nine cities and seven imperial cities",which is a historical capital with rich culture."Sijiucheng" is a historical and cultural memory of Beijing people,and contains people’s nostalgia for the old Beijing culture,sentiment and harmonious atmosphere.Beijing Sanhe Daoxiangcun,as an "old" century-old store,has become a part of the historical symbol of Beijing,and its products are highly praised by Beijing and foreign visitors.The culture of "Sijiucheng",as a unique regional culture of Beijing,provides new ideas for the packaging design of Beijing Sanhe Daoxiangcun.This thesis takes Beijing’s "Sijiucheng" as the object of research in the packaging design of Sanhe Daoxiangcun,adopts literature research method and field survey method,and cultural translation method of Peirce’s symbolic triad theory to distill the "Sijiucheng" on the basis of the historical development and cultural connotation of the "Sijiucheng".By applying the cultural symbols of "Sijiucheng" to the packaging design of Beijing Sanhe Daoxiangcun,we try to evoke people’s historical memory of Beijing Sanhe Daoxiangcun through the application of the historical and cultural symbols of "Sijiucheng",and to promote the culture of "Sijiucheng".This is a complementary effect to promote the culture of "Sijiucheng",trigger the emotional resonance of consumers,establish the brand image of Beijing Sanhe Daoxiangcun and promote the sales of Sanhe Daoxiangcun products.The research of this thesis is also of positive significance to the discovery and promotion of China’s excellent traditional culture and the enhancement of our people’s cultural confidence.