第七章 论《老歌新唱》式传统食品包装 黄老五花生酥改良包装为例.pdf

13 论“老歌新唱”式传统食品包装的再设计 Innovation of Traditional Food Packaging RedesignA Case Study of Improved Packaging of Huang Laowu Peanut Crisp 蔡洁 er 以“黄老五”花生酥的改良包装为例，深入剖析与探讨了传统食品企业为满足新时代市场的需要，如何在继承传统文化的 基础上做到“老歌新唱”。接着依次从“黄老五”公司的历史渊源、旧款包装、文化激活三个层面进行论述，并通过对具体设计 方案的解析，提出传统食品包装的再设计要续唱“企业文化”老歌，突显其产品、工艺、经营文化的核心价值，应用文化意旨、 情感策略、传达绿色和综合体现等新式“唱法”，以激活传统食品的年轻态、重塑现代品牌文化新形象的设计思路。 传统；包装；再设计；企业文化；激活 This article, using improved packaging of Huang Laowu peanut crisp as an example, analyses and discusses the traditional food enterprises to meet the market demand of the new era, and innovates on the basis of inheriting traditional culture. This paper, considering the following aspects of the traditional packaging, food enterprises historical origin and the culture activation, discusses and analyzes the concrete design plan, attempts to put forward the redesign of traditional food packaging, highlight products’ core value, technology, management, culture implication, emotional strategies, and the integrated embodiment of environmentally-friendly new style. Also it provides new design thinking of activating the traditional food brands and reshaping the modern design idea of the new image of brand culture. tradition packaging redesign corporate culture activation ； ； ； ；