On the innovative research of taishan cultural characteristic product packaging获奖科研报告

Ontheinnovativeresearchoftaishanculturalcharacteristicproductpackaging获奖科研报告Abstract：thistopictakestaishanculturalcharacteristicproduct"taishanjade"asthestartingpoint，elaborated"taishanculture"and"taishanjadeculture"therelationandtheinfluence.And"taishanjade"aseriesofinvestigations.Theinnovativedesignoftaishanjadepackagingisstudied.Packagingdesignbelongstooneofthecommercialartdesigncategories，ithasthecharacteristicsofeacharenotidenticalindifferentperiods，withtheimprovementofthepublicaestheticconsciousness，designphilosophyofcontinuousinnovation，moderndesignersshouldbehowtocarryforwardtheChinesetraditionalcultureofaccumulationdownfivethousand，frommining，inheritanceanddevelopmentofChinesetraditionalculturalelements;Howtoperfectlycombinetraditionalculturalelementswithmoderndesignconceptsandapplytheminpackagingdesigntocreateworkswithrichexpressiveforce，artisticappealandregionalculturalcharacteristicshasbecomeasubjectwehavetoface.Designersshouldhavecertainknowledgeofdesigntheorytohighlighttheaestheticqualityofdesignworks.Therefore，intheprocessofdesign，bothofthemmustfollowtheaestheticprincipleandnotbetooconstrainedbythecommerciallevel，soastohighlighttheinherentqualityofdesign.Underthispremise，wecandesignagoodworkwithideologicalconnotationandfreefromflattery.

Keywords："taishanculture"，"taishanjadeculture"，taishanjadepackaging，innovativepackagingdesign

Excellentpackagingdesignersmustfirstunderstandthesociety，understandtheenterprise，understandthegoods，understandthemarket，understandconsumers，butalsohavesuperbabilitytocontrolcolor，graphicsandtext，accordingtotheinformationtoanalyze，makeaccuratepackagingdesignpositioning.Generallyspeaking，packagingdesignpositioningisachievedthroughbrandpositioning，productpositioningandconsumerpositioning.

I.brandpositioning：take"taishanjade"asanexample;

Anygoodshavetheirownbrand，allwanttheirownbrandhasahighervisibility.Afteraperiodofaccumulation，aftercarefulplanninganddesign，ordinarybrandswillsoonbecomewell-knownbrands.Onceitbecomesafamousbrand，itwillbringhugeprofitsandgoodreputationtotheenterprise.Eachkindofcommodityhasitsowndifferentattributes.Ifwewanttoshowthemostsuperiorattributesofthecommoditytoconsumers，wemusttakevariousformsofpackagingdesignmeans.

Ii.Productpositioning

Productpositioningisnotaccurate，evenifthebrandislarge，consumerswillnotbuy，soproductpositioningisalsoveryimportant.Productpositioningcanhighlightthecharacteristics，performance，advantages，USES，efficacy，grade，etc.，whichisthesellingpointoftheproductitself.Duetothewidevarietyofproducts，eachproducthasitsownuniqueplace，sointheproductpackagingdesign，weshouldconsiderfrommanyaspects.

Third，consumerpositioning

Thetargetoftheproductistheconsumer，thepackagingdesignistoputonthebeautifulsuitablecoattotheproduct，therefore，theconsumeristheobjectthatthemanufacturerandthepackagingdesignerstudytogether.Onlybyclearlyunderstandingthepreferencesandconsumptioncharacteristicsoftargetconsumersandconsumergroupscanconsumershaveafavorableimpressionandaffinitytoproducts.Consumergroupsareverycomplex，somanyfactorsshouldbeconsidered.

Iv."taishanjade"enterprisepositioning：

Indifferentstagesofeconomicdevelopment，enterpriseshavedifferentemphasisonsurvivalanddevelopmentability.So"taishanjade"brandenterprisepositioningisacertainrequirement，theremustbeacertainmarketmeaningandbrandmarketorientationinthepositioningofprotrudingout.

"Innovation"istobreakthroughthepast，hasbeenunchangedsomethings，isnotinthepast，thenewestablishment.Thepackagingdesignofcommoditiescannotalwaysbeimmersedinafixedarea.Theinnovationofpackagingdesignisjustliketheobjectivelawofthedevelopmentofhistoricalthings，andthechangeoftimesoftenleadstothefateofitspackagingstyle.Inmyopinion，theinnovationofpackagingdesignisdividedintotwoaspects：oneisexternalconditions，suchassomenewmaterials，newtechnologies，newmethods，newelements，etc.;theotheristheenhancementofvisualcommunicationeffectsbynewdesignconcepts，newdesignmethodsandothertechniques.Designers'newcreativeinspirationsourcesinclude：novelanduniquemodelingdesign，harmoniousandunifiedcolors，delicateanduniquepatterns，sothatconsumershaveastronginterest.Intoday'ssociety，beenfullyimprovepeople'slivingstandard，thegreenpackaging，thenaturalobjectsyearninggrowing，withbamboo，wood，straw，mud，cane，sunflower，palm，stemleaf，wicker，cornhusk，aswellasthedesignofpackagingmaterialssuchasceramics，weavingismorewelcomethanmetals，plastics，packagingreflectsthelocalcharacteristicspackagingculturebreath，giveapersonthesensewithreturntothecompanyagain.

Reference：

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