A Semiotic Study On Packaging Design Of Characteristic Agricultural Products In The Context Of Rural Revitalization

The report to the 20 th National Congress of the party points out that the most arduous and onerous task of building a modern socialist country in an all-round way is still in the countryside.Therefore,we must continue to promote rural revitalization in an all-round way and give priority to agricultural and rural development,at the same time,we should vigorously develop special agricultural products.Characteristic agricultural products have been and will be the long-term booster to promote rural revitalization and development.At present,the market of characteristic agricultural products is becoming more and more diversified,and the consumers’ vision and requirements are becoming more abundant and strict.I think,in this environment,enterprises and products should pay more attention to play the role of characteristic agricultural product packaging design,and strive to change its lack of packaging features,form and content tend to homogenize,lack of regional culture spirit,weak brand awareness,lack of packaging design connotation,visual image is not prominent and so on.This paper summarizes the present situation of characteristic agricultural product packaging design,analyzes typical and excellent characteristic agricultural product packaging design cases,and excavates its regional characteristics and cultural background in depth,on the basis of understanding the structure and framework of semiotics theory,Ferdinand de Saussure’s semiotics theory and Ferdinand de Saussure’s "Binary opposition" theory were introduced into the packaging design of characteristic agricultural products,help designers more rigorous and comprehensive consideration of design content,so as to achieve scientific and rational packaging design.As a comprehensive reflection of brand concept,product characteristics and consumption psychology,the packaging of characteristic agricultural products directly affects consumers’ purchasing desire.At the same time,packaging design as a symbol of cultural transmission belongs to the study of semiotics theory.The application of semiotics theory to study the packaging design of characteristic agricultural products can improve the packaging quality.Firstly,this paper expounds the background and profound significance of introducing semiotics theory into the packaging design of characteristic agricultural products,drawing lessons from the past research at home and abroad,and mining innovation points,based on the actual situation and market,the paper makes a comprehensive investigation on the consumption trend of characteristic agricultural products and the taste orientation of consumers in packaging.Based on the semiotics theory to study the characteristic agricultural product packaging design,carries on the research to the region and the enterprise culture,guided by Ferdinand de Saussure’s “Binary opposition theory”of semiotics,“Language and speech”,“Signifier and signified”,the corresponding design symbols,product symbols and cultural symbols are refined,and the design strategies and methods under the innovative ideas are used to enhance the cultural value and economic benefit of the characteristic agricultural products,constantly expand the market of characteristic agricultural products,realize the continuity of regional culture and promote the development of rural revitalization.“ Agriculture,then the people,the people can be strong.”.To grasp the opportunities and meet the challenges,we should make use of innovative packaging design techniques to empower characteristic agricultural products,so that more enterprises,brands and consumers pay attention to the packaging design of characteristic agricultural products,to promote the rapid development of the rural characteristic industrial economy,to strengthen agriculture with culture,to promote the construction of the characteristic agricultural product market,it is advantageous to optimize the characteristic agricultural product resources conformity,is advantageous to the characteristic agricultural product market benign development to promote the rural revitalization.