Research On Regional Characteristic Product Packaging From The Perspective Of Semiotics

Symbols are everywhere in our social life.As a science,semiotics was only developed after the 19 th century and has provided a very important methodological theory for modern art and design.Regional culture plays an important role in the continuation of regional culture and the preservation of regional characteristics.As a special cultural system formed by the long-term accumulation and precipitation of a certain region,regional cultural symbols symbolise the different cultural characteristics,ideology and spiritual connotations of each region.How to fully apply this cultural symbol to the design of regional characteristics of product packaging has become an important issue for designers to explore today.This paper takes "Qing She" Laoshan tea packaging as the research object,conducts in-depth excavation of Laoshan regional cultural symbols,uses the "image,indication,symbol" method of Peirce’s semiotics as a theoretical method guide,uses literature research method,field research method,case analysis method,design practice method and other research methods.Firstly,we systematically analyse the relevant theories of semiotics,analyse the regional cultural symbols from the perspective of semiotics,lay the theoretical foundation for design creation,and analyse the regional cultural symbols in the packaging of special products;secondly,we analyse the advantages and disadvantages of the development of Laoshan tea regional special products,as well as the possible opportunities and challenges through SWOT analysis,explore its development strategies,and propose the corresponding Finally,the Laoshan regional cultural symbols are sorted out and summarized,and the visual symbols that can represent the regional culture of Laoshan are refined,and the Laoshan religious cultural symbols,geographical cultural symbols,tourism cultural symbols and tea cultural symbols are applied to the Laoshan tea series packaging design practice of "Qing She",so as to promote the dissemination of regional culture.build local brands,enhance the added value of special products,and promote the sustainable development of the regional economy.This paper is innovative in that it is theoretically based on Peirce’s semiotic trichotomy theory,and explores the strategy of Laoshan tea regional characteristics product packaging from a semiotic perspective,explaining the regional cultural connotations conveyed by the Laoshan tea regional characteristics product packaging of "Qing She" from three aspects: the design of regional characteristics of image symbols,the selection of regional characteristics of indication symbols and the expression of regional characteristics of symbols.Based on the regional cultural characteristics of Laoshan,the visual design extracts representative Laoshan regional cultural symbols from religious culture,geographical culture,tourism culture and tea culture,and uses the artistic expression of flat geometry to present the design,forming a visual effect rich in Laoshan regional cultural characteristics in the packaging design.