Research on the Application of Chinese Traditional Cultural Visual Elements in the Packaging Design of “Three Squirrels” Mooncakes

DOI

10.2991/978-2-38476-222-4_47How to use a DOI?

Keywords

Traditional Chinese culture; Mooncake packaging; Design; Cultural heritage; Brandin

Abstract

China, as an ancient civilization, has a history of 5,000 years, and its traditional cultural visual elements are a kind of accumulation and precipitation of people’s life through long years, which show the cultural characteristics and national charm of the thousand-year-old country. Design is an art discipline involving a wide range of fields, and the modernization of any design cannot be separated from the inheritance and reference to the original artistic concepts and cultural lineage (LiaoJing, 2023) [6]. The purpose of this paper is to discuss the integration of traditional Chinese cultural visual elements into the packaging design of Three Squirrels mooncakes, to exert the influence of traditional Chinese cultural spirit, to realize the modernization of traditional cultural expression, and to reflect the unique charm of Chinese culture. Starting from the perspective of Chinese traditional culture, this paper analyzes the application of Chinese traditional cultural visual elements in the packaging design of Three Squirrels mooncakes, as well as the degree of people’s recognition of the integration of traditional cultural elements into the packaging design of mooncakes and the selling power of the products through qualitative research methods. From the analysis, it can be seen that the integration of traditional cultural visual elements into the design of Three Squirrels mooncake gift set is not only conducive to cultural pluralism and ethnicity, but also can increase the added value of the goods and artistic infectivity, and enhance the cultural value and brand effect of the goods.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Chang Su
AU  - Fauzi Naeim
PY  - 2024
DA  - 2024/03/26
TI  - Research on the Application of Chinese Traditional Cultural Visual Elements in the Packaging Design of “Three Squirrels” Mooncakes
BT  - Proceedings of the 3rd International Conference on Culture, Design and Social Development (CDSD 2023)
PB  - Atlantis Press
SP  - 384
EP  - 389
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-222-4_47
DO  - 10.2991/978-2-38476-222-4_47
ID  - Su2024
ER  -