食品包装设计中地域文化的现代转译路径探究

Modern Translation Path of Regional Culture in Food Packaging Design

中文关键词: 食品包装设计  地域文化  转译  山海关

英文关键词: food packaging design  regional culture  translation  Shanhaiguan

中文摘要:

      目的 研究地域文化在食品包装设计中的转译路径。方法 以河北秦皇岛市山海关食品品牌的产品包装设计为案例，引入转译的概念与方法，结合该品牌所立足的秦皇岛山海关历史文化，从传统元素的现代转译方法、人文历史的转译优化及地图信息设计入手，分析地域文化融入该品牌的包装设计的方式。结论 从传统地域文化中提取元素，将其进行符号的现代化转译并融入食品包装设计中，既可以赋予包装设计更深的文化内涵，又增添包装设计的新活力和时代感，有助于引发消费者对食品的好感度和购买欲望。同时，借助物联网时代的产品跨地区流通，地域文化通过食品包装这一载体得到更广泛的传播，成为了地域文化宣传的新路径，实现物质文化和精神文化的双赢。

英文摘要:

      The work aims to study the translation path of regional culture in food packaging design. With the product packaging design of food brand of Shanhaiguan, Qinhuangdao, Hebei as a case, the concept and method of translation were introduced. The way of integrating the regional culture into the packaging design of such brand was analyzed by basing the brand on the historical culture of Shanhaiguan, Qinhuangdao, starting with the modern translation method of traditional elements, the translation optimization of human history and the design of map information. Modern translation of symbols extracted from traditional regional culture and their integration into food packaging design can not only endow packaging design with deeper cultural connotation and add new vitality and stronger sense of the times to it, but also help to arouse consumers’ preference and purchase desire for food; at the same time, in the current Internet of things, through the cross-regional circulation of products, regional culture gets better publicity with the aid of the carrier of food packaging, which has become a new way of regional cultural publicity, and can realize the win-win situation of material culture and spiritual culture.