Under The Concept Of Intangible Heritage Protection,Jiaocheng Glazed Luo Mao Packaging Innovation Design

“Glazed Luo Mao”was listed as the first batch of intangible cultural heritage in Shanxi Province in January 2007.“Glazed Luo Mao” is a kind of ancient Chinese folk festival widely used in the northern Han,Ming and Qing dynasties.It is a kind of intangible cultural heritage closely related to the history of "Shanxi merchants" and with strong ethnic characteristics.Its production process and technology have always attracted much attention.During the Qing Dynasty and the Republic of China,Jin merchants were all over the country.They returned to their hometowns to visit relatives,which were far away.Especially during the Spring Festival,a cheap gadget could make them hear the "hometown sound" in their dreams and immediately return to the happiness of childhood,which was a treasure that could not be replaced by a pot of wine,a table of delicacies or a new dress.Based on the concept of intangible heritage protection,this paper discusses the new packaging design of Glazed Luo Mao in Jiaocheng City.The main purpose of this study is to inherit the intangible cultural heritage,explore the cultural connotation of Glazed Luo Mao,integrate it into the packaging design,and inherit people’s cognition and understanding of the cultural tradition.This study firstly reviews the history,cultural background and production techniques of Glazed Luo Mao.Then,through investigation and analysis of the current situation of packaging design,it is found that the packaging design of most traditional Glazed Luo Mao is repetitive and monotonous,and there is a lack of innovation and design force required in the process of cultural inheritance.Based on this,this study uses the concept of intangible cultural heritage protection and modern packaging design technology,through the design optimization of packaging materials,colors,patterns and other aspects,to create a new style of Glazed Luo Mao packaging design that better meets the aesthetic needs of contemporary consumers.At the same time,more cultural elements are incorporated into the design,fully conveying the cultural connotation of Glazed Luo Mao.Finally,this study has proved the practicability and effectiveness of the package design scheme by reviewing the effect of the package design scheme.The design scheme can better convey the Glazed Luo Mao culture,while improving the competitiveness of the product and consumers’ desire to buy.The research results not only contribute to the spread and protection of Glazed Luo Mao culture,but also provide a practical path for the inheritance and protection of other traditional intangible cultural heritage.The paper also proposes a specific design plan that optimizes the design elements while preserving the traditional packaging design of Glazed Luo Mao.It breaks the single color and pattern,infuses modern social and aesthetic concepts,and integrates the packaging design with the market demand.The final product replaces the complicated and lacking modern elements in the traditional design.The style is simple and elegant,the form is simple but delicate,and it has high commercial value and strong non-genetic significance.