文献类型：期刊文献

中文题名：基于地域文化特色的北京老字号食品包装设计研究

英文题名：Design of food packaging of time-honored brands in Beijing based on regional cultural characteristics

作者：王党荣[1];裴朝军[1]

第一作者：王党荣

机构：[1]北京联合大学艺术学院,北京100101

第一机构：北京联合大学艺术学院

年份：2025

卷号：41

期号：7

起止页码：243-247

中文期刊名：食品与机械

外文期刊名：Food and Machinery

收录：;北大核心:【北大核心2023】；

语种：中文

中文关键词：老字号;食品包装;包装设计;地域文化特色;设计策略

外文关键词：time-honored brand;food packaging;packaging design;regional cultural characteristics;design strategy

摘要：研究了北京老字号食品包装设计的文化内涵、现存问题与创新设计路径,探索传统品牌在现代语境下如何延续与创新。研究发现,北京老字号食品包装以传统符号、地域标志性元素为载体,以品牌故事传递文化记忆,但存在同质化严重、个性化缺失、消费体验单一、缺乏社交属性等问题,难以满足年轻群体对情感共鸣、互动体验、实用功能等多维度需求。针对上述问题提出了基于情感化设计理论的三层次设计策略:本能层次——基于吸引与兴趣需求的设计策略,行为层次——基于互动与效率需求的设计策略,反思层次——基于文化与情感需求的设计策略。从而增强北京老字号食品包装的娱乐性、互动性、社交分享功能,强化包装的情感价值,提升品牌辨识度与市场竞争力。研究指出老字号食品包装设计要平衡自身品牌的传统文化与现代审美需求之间的关系,通过设计赋能实现文化价值与商业价值的双向转化,为以老字号为代表的中华传统饮食文化的可持续创新提供理论与实践参考。
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..