Research On Packaging Design Of Zhen Niu Yogurt Brand

With the increase of people’s income and the emphasis on health,the fashionable consumption concept of "healthy diet" and "scientific consumption" has also emerged,and the proportion of dairy products,especially yogurt products,in food expenditure has gradually increased.Nowadays,healthy and nutritious yogurt products are indispensable food for thousands of families.General Secretary Xi Jinping has repeatedly emphasized enhancing cultural self-awareness and firm cultural confidence.Therefore,this paper conducted a research on domestic yogurt brands and packaging,and found that there is a lack of yogurt brands with Chinese cultural characteristics in the market,and there are certain problems with domestic yogurt packaging.Based on this,I created a new yogurt brand " Zhen Niu",combining the brand with traditional Chinese culture,with "I sell yogurt in ancient times" as the slogan,with the new Chinese trend as the design style,with the cultural implantation of marketing to seize the hearts and minds of consumers,so that it stands out among many competing brands.At the same time to build the brand exclusive IP image,the brand personification,storytelling,scenario,so that it leads consumers to travel through time and space,to appreciate the cultural characteristics of various dynasties and generations,thus gaining consumer recognition and preference,forming a fan economy,driving consumption.Then we solve the existing problems of yogurt packaging from three aspects.basic visual design,structure and material of the packaging.The IP image is used as the visual lead in the packaging design,extracting the colors depicted in ancient poems for color matching,and extending the IP image by extracting elements such as costumes,hair ornaments and decorations from various dynasties,perfectly blending with traditional cultural features.According to the positioning of packaging design,I followed the principles of packaging rationality,information transmission and green environmental protection to design a yogurt packaging with reasonable shape and structure,which meets the needs of consumers.In addition,the author also designed the brand periphery to enhance consumers’ desire to buy..