Application Of Yangzhou Garden Architectural Elements In "Xie Fuchun" Packaging Design

Under the background of the vigorous development of the market economy,international famous brands and emerging brands continue to spring up,and the main consumption force is gradually shifting to youth.Brand inheritance and innovation is the development goal for the survival of time-honored brands,a small number of domestic time-honored cosmetics brands have completed the transformation,all the way ahead.But many classic domestic time-honored brands,there are still a series of problems,such as low popularity and insufficient brand influence.The innovative design research of packaging is one of the breakthroughs of time-honored brands in similar brands,and the author tries to cut from the perspective of product packaging design,take Yangzhou regional culture as the base,explore the innovative application of Yangzhou garden architectural elements in packaging,and revitalize the time-honored brand.This project takes the redesign of the packaging image of Yangzhou’s time-honored brand "Xie Fuchun" as the research object,summarizes and analyzes the research background and research status of the topic through literature research method,fieldwork method,case analysis method and quantitative analysis method,sorts out and analyzes the development process and development status of Chinese time-honored cosmetics,summarizes similar excellent cases,and summarizes the problems existing in the current time-honored cosmetics packaging.Secondly,the development history and brand cultural value of "Xie Fuchun" were explored,the current situation of packaging image was analyzed,and the architectural elements of Yangzhou Ho Family Garden,Geyuan Garden and Slender West Lake were extracted and analyzed to explore the integration of Yangzhou garden characteristics and "Xie Fuchun" characteristics,and put forward redesign ideas.Integrate Yangzhou garden architectural elements,reshape the existing packaging visual image of classical products,and inject new vitality into "Xie Fuchun".Through the research and practice of Yangzhou "Xie Fuchun" packaging image design,in order to improve the popularity of "Xie Fuchun" time-honored cosmetics,expand consumer groups,and realize the brand development of "Xie Fuchun" from the perspective of packaging design,so as to better promote Yangzhou regional culture,but also hope to provide a certain reference for the reshaping and redesign of the packaging image of other time-honored brands.