The Application Of The Martial Door God Style In Chinese New Year Pictures In The Brand Packaging Design Of "General Jujube"

As our country’s cultural creative industry develops vigorously,traditional art forms have ushered in an innovative development climax.During the Spring Festival,the traditional custom of putting up the new year pictures of the martial door god in the portal to drive away evil spirits and bring good fortune has a long history in China and is popular among a wide range of people.This paper takes the new year pictures of the martial door god as the research object,and combines the artistic characteristics and cultural connotations of traditional new year pictures of the martial door god with modern design forms,making the traditional new year pictures of the martial door god transformed and conforming to the wave of modernization.First of all,we briefly summarized the style characteristics of the martial door god and its unique cultural connotation of strong local characteristics,auspicious meaning and visual exaggeration,and explored the regional characteristics of the martial door god style into the packaging of branded local specialty products.Secondly,conduct market research and analysis of related categories,investigate user needs,establish the brand tone positioning,refine the exaggerated shape of the traditional martial door god and screen its distinctive color to establish the IP image of the brand,and then,through the study of the form of print-making language,the IP image of the brand is applied in the main visual image of the brand,to create an overall brand visual image with distinctive regional cultural characteristics.Based on the principles of practical,cultural and innovative design of packaging,the design of innovative packaging shapes,structures and materials is in line with the concept of sustainable development,and the choice of printing process applications.Finally,by refining the artistic style,auspicious meaning and cultural value of the new year pictures of the martial door god into the design practice,improve the expression of the deep connotation of modern design,and design the extension of cultural and creative products to continue the system image of the brand,meet the consumer psychological needs of the contemporary public in pursuit of spiritual culture,so as to carry forward the excellent traditional culture of the nation.