Research On The Packaging Design Of Red Cultural And Creative Products In Southern Hunan

In June 2021,General Secretary Xi Jinping stressed during the 31 st collective study of the Political Bureau of the CPC Central Committee that "we should make good use of red resources to continue the red bloodline and strive to create new performance that is worthy of history and the people",and that "red culture" is one of the outstanding cultures unique to China.In October 2016,General Secretary Xi Jinping told the touching story of "half a quilt" in Shazhou Village at a conference commemorating the 80 th anniversary of the Long March of the Red Army."In September 2019,he visited Shazhou Village for an inspection and exchange.Under this continuous focus,the number of people going to Shazhou Village to study red culture is increasing,and the story of the"half quilt" is gradually becoming known to the public.As a representative of the red culture of southern Hunan,the story of the"half-quilt" in Shazhou Village has a deep red cultural gene,but the local red cultural and creative products and packaging are hardly designed with red elements and do not reflect the red cultural connotation of the"half-quilt" well.The cultural connotation of the "half quilt" is not well reflected.Using the packaging of red cultural and creative products in Shazhou Village as the subject of study,we firstly,collected literature to sort out the historical background of red culture in Shazhou Village,and at the same time,through fieldwork,conducted a comprehensive analysis of the current situation of red cultural and creative products and packaging on the market,laying a theoretical foundation for the design of red cultural and creative product packaging in Shazhou Village.Secondly,the characteristics and spirit of red culture in southern Hunan are explored,and the local environment and architecture of Shazhou Village,as well as its red cultural and creative products and packaging,are analysed in detail.From this,the spiritual,educational and economic values of the red culture of Shazhou Village are extracted,and the design principles and key elements that need to be followed to create the packaging design for the red cultural and creative products of Shazhou Village are searched for.Finally,the brand positioning is analysed and summarised,and based on the extracted red elements of Shazhou Village,a logo and visual graphics with the red cultural connotation of Shazhou Village are designed to suit the red cultural brand of Shazhou Village,and creative products and packaging with the red cultural characteristics of Shazhou Village are developed and extended for consumer groups.Through the design of the visual elements of the red culture of Shazhou Village in its red cultural and creative products and packaging,people can understand the red culture of Shazhou Village "Half a quilt" in a more intuitive and in-depth way.At the same time,the red culture and creativity will drive the development of Shazhou Village’s rural revitalisation industry and effectively enhance the economic value of Shazhou Village’s tourism.