乡村振兴视域下叶榭软糕养生包装设计研究

范文; 王晓宇; 顾翠峰

doi:10.19554/j.cnki.1001-3563.2025.12.052

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包装工程（设计栏目） ›› 2025, Vol. 46 ›› Issue (12) : 533-541. DOI: 10.19554/j.cnki.1001-3563.2025.12.052

设计研讨

乡村振兴视域下叶榭软糕养生包装设计研究

范文¹, 王晓宇², 顾翠峰^3*

作者信息 +

Health-preserving Packaging Design of Ye Xie Cake from the Perspective of Rural Revitalization

FAN Wen¹, WANG Xiaoyu², GU Cuifeng^3*

Author information +

文章历史 +

摘要

目的用艺术视角挖掘乡村非物质文化遗产的品牌理念和包装设计创新思路,融合中医四时养生理念,对叶榭软糕进行包装设计转译,将成果服务于大众对重品质、重文化、重体验的日常生活需求。方法首先对叶榭软糕包装策略进行梳理与分析,运用因子分析法分析消费者对中式糕点包装的风格意向,提取因子作为视觉要素;其次借鉴植物科学画理论对包装四时养生食疗图形进行重组;最后从传统非遗糕点包装视觉元素创新角度,阐明应如何把握文化脉动与消费者心理,以期突破叶榭软糕品牌与销售的现状,找寻传统中式糕点融合创新的新思路。结果基于叶榭软糕的非遗基因与中医养生文化符号体系,通过包装视觉转译与结构重组,实现传统元素在现代包装载体的创新呈现,构建具有文化厚度与市场价值的符号化视觉语言系统。结论通过中医养生文化内涵的注入和药用植物视觉符号的认知转译,探索传统文化要素在现代包装设计的创新融合路径,扩大非遗叶榭软糕的知名度,使叶榭非遗食品具有更高的文化附加值和个性化特点,为乡村产业振兴提供若干实践依据。

Abstract

The work aims to explore innovative ideas for brand concepts and packaging design of rural intangible cultural heritage industries from an artistic perspective, integrate the concept of four-season health preservation in traditional Chinese medicine, and translate these ideas into packaging design for Ye Xie Cake, so that the results can serve the public's daily life demands for quality, culture and experience. Firstly, the packaging strategy of Ye Xie Cake was sorted out and analyzed. The factor analysis method was used to analyze consumers' style preferences for Chinese pastry packaging, and the extracted factors were used as visual elements. Secondly, the theory of botanical scientific illustration was borrowed to reorganize the four-season health preservation and food therapy graphics on the packaging. Finally, the ways to grasp the cultural pulse and consumer psychology were clarified from the perspective of visual element innovation of traditional intangible cultural heritage pastry packaging, so as to break through the current situation of the Ye Xie Cake brand and sales, and find new ideas for the integration and innovation of traditional Chinese pastries. Based on the intangible cultural heritage genes of Ye Xie Cake and the symbol system of traditional Chinese medicine health preservation culture, the traditional elements were innovatively presented on modern packaging carriers through visual translation and structural reorganization of packaging, and a symbolic visual language system with cultural depth and market value was constructed. In conclusion, by injecting the connotation of traditional Chinese medicine health preservation culture and translating the visual symbols of medicinal plants, the innovative integration path of traditional cultural elements in modern packaging design is explored, the popularity of intangible cultural heritage Ye Xie Cake is expanded, and the Ye Xie intangible cultural heritage food is endowed with higher cultural added value and personalized characteristics, providing several practical bases for the revitalization of rural industries.

导出引用

范文, 王晓宇, 顾翠峰. 乡村振兴视域下叶榭软糕养生包装设计研究[J]. 包装工程（设计栏目）. 2025, 46(12): 533-541 https://doi.org/10.19554/j.cnki.1001-3563.2025.12.052

FAN Wen, WANG Xiaoyu, GU Cuifeng. Health-preserving Packaging Design of Ye Xie Cake from the Perspective of Rural Revitalization[J]. Packaging Engineering. 2025, 46(12): 533-541 https://doi.org/10.19554/j.cnki.1001-3563.2025.12.052

中图分类号： TB482

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