摘要
Abstract
This paper examines the cultural connotations,existing problems,and innovative design paths of food packaging design for time-honored brands in Beijing,and explores how traditional brands can continue and innovate within the modern context.The findings reveal that the packaging of Beijing's time-honored food brands uses traditional symbols and regional iconic elements as carriers,using brand stories to convey cultural memory.However,issues such as serious homogenization,lack of personalization,a monotonous consumer experience,and limited social attributes hinder their ability to meet the multi-dimensional needs of younger consumers,including emotional resonance,interactive engagement,and practical functionality.To address these issues,the study proposes a three-tiered design strategy based on emotional design theory:the instinct level—design strategies that respond to needs for attraction and interest;the behavior level—strategies that address needs for interaction and efficiency;and the reflection level—strategies aimed at fulfilling cultural and emotional needs.These strategies aim to enhance the entertainment,interactivity,and social sharing functions of Beijing's time-honored food packaging,reinforce its emotional value,and improve brand recognition and market competitiveness.The study concludes that the packaging design of time-honored food brands should strike a balance between their traditional cultural heritage and modern aesthetic demands.Through design empowerment,it is possible to achieve a two-way transformation between cultural value and commercial value,thereby providing both theoretical and practical references for the sustainable innovation of traditional Chinese food culture represented by time-honored brands..关键词
老字号/食品包装/包装设计/地域文化特色/设计策略Key words
time-honored brand/food packaging/packaging design/regional cultural characteristics/design strategy
