Why do mooncake packaging design also need to keep pace with the times?

Moon cakes are not only an ordinary food, but also bear the cultural heritage of China for thousands of years and inherit the cultural history of China for thousands of years. This requires that the packaging design of moon cakes should be combined with modern culture to reflect the traditional culture of China. When it comes to the expression of traditional culture, it is inseparable from the expression of cultural elements in China. The design elements of mooncake packaging reflecting traditional culture can be considered from three aspects: first, words, second, colors, and third, patterns.

First, the font of mooncake packaging design.

In the design of mooncake packaging, traditional calligraphy mainly adopts official script, with simple font, flat font, tortuous strokes, soft dance and beautiful appearance, which is suitable for decorative writing. In addition, a large number of variant characters are used in mooncake packaging, which has the advantages of randomness of structural combination and artistry of the font itself. Variant characters can be changed according to the specific characteristics of mooncake packaging, which makes the expression of words more perfect and has stronger visibility. Variant characters can be matched with decorative patterns to form some Chinese-style patterns or patterns to achieve better decorative effects.

Second, the color of mooncake packaging design.

Moon cake packaging design usually uses the following colors:

1, red. Red is the most likely to arouse people's excitement and excitement, symbolizing the sun and flame, leaving people with warm, happy and auspicious impressions. Many mooncake packages are mainly red. There are also some mooncake packages that use red in their packaging design, even if the main color is not red.

2, yellow. Yellow is the most vivid color, and it is often used as a symbol of kings in China to show authority. Mooncake packaging is mostly based on the theme of autumn, with yellow as the main color, which embodies the crispy and delicious characteristics of mooncakes and gives people a noble visual experience.

3. green. In recent years, some mooncake packages began to use green as the main color, mainly to highlight the theme of environmental protection and nature. In order to highlight its characteristics, some Cantonese-style moon cakes, such as those filled with lotus paste, will use a lot of green on the packaging and add lotus patterns as the background to make the packaging design elegant and beautiful.

Third, the pattern of mooncake packaging design.

The pattern of moon cake packaging design is the essence of the whole packaging and an important embodiment of cultural characteristics. Graphic images commonly used in mooncake packaging design include:

1, flowers. Peony patterns are widely used in mooncake packaging. On the one hand, peony is a plant that glows at night, so it is considered to have a deep relationship with moonlight, which is in line with our custom of enjoying the moon and eating moon cakes in the Mid-Autumn Festival; On the other hand, peony means perfection and wealth. There is a saying that peony is the national flower of our country. The peony pattern is perfect for mooncake packaging.

2. the moon. Moon cake packaging is inseparable from the moon pattern. The custom in China is to enjoy the moon and eat moon cakes with the whole family on the night of Mid-Autumn Festival, which means reunion. Mooncake packaging design usually uses the moon with floral patterns, which means that the moon is round and people are round. This design idea is adopted in the packaging of most gift moon cakes.

3. Fairy. Adding fairy patterns to mooncake packaging mostly refers to the contents of China fairy tales. In China, there are myths and legends of the Goddess Chang'e flying to the moon. The use of Chang 'e or Fairy pattern increases the mythical color of packaging design, and with the help of the sun, moon and stars, it can achieve a good overall effect. At the same time, it also forms an antique style for packaging.

4. Landscape painting. China's landscape paintings mainly depict the natural scenery of mountains and rivers, and mainly express artistic conception with pen and ink and light colors. Different from foreign landscape paintings, China landscape paintings show fresh and natural themes. Many moon cakes with light taste are decorated with landscape patterns, especially the moon cake packaging with green or other light colors as the main color. Landscape can set off the packaging style well.

5. Xiangyun Xiangyun represents good omen and expresses good wishes for the future. In ancient China, people painted auspicious clouds on clothes and Yu Pei to express their good wishes. The use of auspicious clouds in mooncake packaging not only conforms to the traditional cultural concept of China people, but also expresses people's good wishes. Especially after the 2008 Beijing Olympic Games, because the torch also used Xiangyun, many mooncake packaging designs have added Xiangyun, which is a perfect combination of tradition and modernity.

6. Classical patterns. Many classical patterns come from ancient artifacts or classical buildings in China, especially ancient buildings, including some animal and plant patterns, figures, drama scenes and historical legends. Some of these patterns are directly used for mooncake packaging, some can be edited by image processing software to get more beautiful patterns, and some can even be matched with variant characters to realize the unity of words and graphics.

The combination of traditional culture and modern culture in moon cake packaging design can not be separated from the expression of Chinese style elements, which are mainly reflected in the above three aspects, and the integration of these three aspects constitutes the complete unity of moon cake packaging design.