【Tian Gong】Mao's food companion unique gift boxes packaging packaging design research

1. mao family food, accompanied by unique gift boxes packaging packaging design.

[Abstract] Mao family restaurant, the famous red tourism place Shaoshan's Hunan food excellence brand, in the beginning of the creation of a strong red gene, with extremely rich red cultural resources. However, the popularity of Mao's food among young people is not as good as it should be, so it is more and more important to develop the market of young people and improve its status in their hearts. Through in-depth market research, we understand the problems of Mao's food development and the travel shopping preference of young people, based on this, we combine the culture of "accompanying gift", and carry out the design innovation of Mao's food unique gift boxes packaging, unique gift boxes The packaging design aims to create a new look and a new benchmark for Mao's food, so as to bring the taste of Mao's family and Hunan to the whole country and spread the red gene of Shaoshan to the whole country.

2. background and meaning of the design of the packaging of the companion unique gift boxes

2.1. Background of the packaging design of unique-gift boxes

Accompanying hand unique gift boxes packaging packaging design background Shaoshan is a national famous revolutionary memorial site, national patriotic education base, national key scenic spots, China's excellent tourist city. Mao's restaurant, a brand of Hunan cuisine excellence bred in the sacred land of Shaoshan, was founded in the home of Ms. Tang Ruiren opposite the former residence of Comrade Mao Zedong, starting with 1.7 yuan, from the sale of mung bean rice, under the strong support of the simple wish of "entertaining Chairman Mao's guests", started the entrepreneurial journey, since then Mao's group and red Since then, the Mao Family Group has been closely associated with the Red Culture. Since its establishment, the guests who come to Shaoshan for tourism have tasted the home-made dishes that Chairman Mao loved to eat in his lifetime, remembered the great achievements of Chairman Mao, taken away the unique "Mao's gift" to friends and relatives, but the popularity of Mao's food in the young group is not as good, so it is more and more important to develop the market of young group and improve its status in the heart of young people. Therefore, it is more and more important to develop the market of young people and improve their status. Mao family food variety, excellent taste, instant unique gift boxes packaging of tourist specialties are mainly three categories: meat, pickles, pastries, its existing products unique gift boxes packaging packaging innovation at the same time, unique gift boxes packaging Also facing the challenge of product rejuvenation and expansion of sales channels.

2.2 The purpose of the packaging design innovation of accompaniment unique gift boxes packaging.

The purpose and significance of the packaging design innovation of companion unique-gift boxes packaging Maojia Group carries forward the sentiment of the President and creates the President's recipes, unique-gift boxes packaging has become a representative national leading Hunan cuisine enterprise with its unique gourmet delicacies and food culture. By studying the current situation of the market and the preferences of young consumers, we decided to combine the culture of "handy gift" on the basis of the existing Maojia food and really bring the taste of Maojia and Hunan to all over the country, so that people who have never tasted Maojia food, especially the young people, can enjoy the taste of Hunan cuisine. This is also the concrete expression of the theme of "Hunan's taste, let the world taste it" of Maojia Group in the form of unique gift boxes packaging. gift boxes packaging this form, open the emotional connection box, travel outside, study, employment and family and friends to meet, through the food accompanying hands uniquely gift boxes packaging will really spread out the red gene. 3.

3. the status quo and existing problems of Mao's food unique gift boxes packaging

In the preliminary research of Mao's food, the author has done some analysis and discovery. The following aims to analyze the current situation and existing problems of Mao's food unique gift boxes packaging, and explore new ideas of Mao's food unique gift boxes packaging design based on red culture.

3.1. the current situation of Mao's food unique gift boxes packaging

The current situation of Mao's food unique gift boxes packaging, Mao's food sold online are single products with single price of pickles and meat dishes, the sales volume fluctuates up and down according to the difference of taste and public acceptance, meanwhile, the product packaging design of unique gift boxes packaging is based on red background with black characters. The packaging design of unique-gift boxes is based on black letters on red background, which cannot leave a deep impression on consumers, thus directly affecting the sales of the products.

3.2. existing problems of Mao's food unique gift boxes packaging

  Aesthetic; second, unique gift boxes packaging packaging red background, black characters, realistic photos of unique gift boxes packaging form lack of product characteristics and memory points, can not attract consumers' eyes; third, unique gift boxes packaging product information is too cluttered, no concise and clear slogans, slogans, no clear and concise information. No clear and concise slogans, slogans, it is difficult to stand out in the clear red unique gift boxes packaging packaging or local characteristics of food unique gift boxes packaging packaging.

4. unique gift boxes packaging design research analysis

4.1. research unique gift boxes packaging design

Design research process and methods in the beginning of the unique gift boxes packaging design, the need to investigate and analyze consumer preferences, so as to determine the target audience. After fully grasping the psychology and habits of consumers, design a product that meets their preferences unique gift boxes packaging packaging, so as to truly impress consumers, in order to occupy a place in the market. Research mainly uses the following three methods: First, literature analysis method. By reviewing the relevant literature on the official website of Maojia Food, a solid theoretical foundation was laid for the drawing and other aspects of the design of the packaging of unique gift boxes packaging. Second, field research method. To Xiangtan BBK, Tianhong and other supermarkets to investigate and analyze the accompanying unique gift boxes packaging, summarize the strengths and weaknesses of the test, to help understand consumer preferences, targeted Maojia food unique gift boxes packaging design. Third, questionnaire survey method. Through online distribution of relevant research questionnaires for analysis and research, to understand the preferences of audience groups, so as to clarify the direction of unique gift boxes packaging design.

4.2. unique gift boxes packaging questionnaire research analysis

In the author's preliminary unique gift boxes packaging research, found that the current Mao family food sales in the share of young groups is extremely scarce, so the audience groups locked in the post-80s to post-00s, and mainly has the aesthetic needs and cultural literacy of college students and working people. This group of people pay attention to the quality of life, at the same time have a certain cultural sentiment, help Maojia food companion unique gift boxes packaging to open the consumer market. The questionnaire research is mainly aimed at college students and working people, in which the participating college students accounted for 73.56% of the total number of research, for the accompanying hand unique gift boxes packaging design innovation of the main crowd. After the online questionnaire survey, the group, in addition to the requirements of the product taste, also value the appearance, quality, price, health aspects. In addition, the young group is more inclined to choose the accompanying unique gift boxes packaging with local characteristics and rich in culture, practicality, convenience, aesthetic products. In the process of online research on the packaging style of unique-gift boxes popular in the market, it is learned that this audience group prefers the simple style compared to the Chinese style and cartoon style, and the proportion of people choosing this style of unique-gift boxes packaging is 66.67%. In the questionnaire survey of the young group's interest in various types of Hunan food, the proportion of people choosing sauces was 47.7%, ranking first; followed by meat, with 47.13% of braised pork and 44.25% of bacon; in addition, 31% of baked cakes and 28.16% of lampwick cakes. According to the results of the research on the foods people are interested in, tribute dishes of crispy peppers and moldy tofu are the most interested in sauces; red-cooked meat and countryside bacon are the most popular among meat foods; baked cakes and lantern cakes are the most interested in pastry products. Therefore, after comprehensive analysis, the accompanying unique gift boxes packaging is selected as three types of products: pickles, meat, pastries, to provide these three types of products with corporate culture, the spirit of the red culture of simple, practical accompanying unique gift boxes packaging.