文化自信语境下传统节日食品包装展示特征研究

以传统节日食品包装设计的展示性设计研究为切入点，在文化自信的语境之下探讨其展示特质与体现方式。通过对传统节日与食品包装的展示性的概念进行阐释，归纳出传统节日食品包装设计展示性的特质，最后结合实际设计案例，探索包装展示性的设计体现方式。传统节日食品包装需顺应新时代社会的审美趋势及消费的发展趋势，其展示性设计的特征可从叙事性、场景性、互动性三点出发，在展示过程中需思考包装的主题要素、叙事方式和设计策略，强调包装开启使用时场景的气氛渲染和烘托，注重消费者在开启包装过程中，对包装的视觉、触觉以及增强现实技术的互动体验，并能使消费者从包装取出产品的过程中，逐步深入了解中国传统民俗节日和习俗，增强文化自信力。

Traditional festival food's packaging: A display design research in the context of cultural confidence

Taking the display design research on traditional festival food''s packaging as a point of penetration, this paper discusses about its display features and way of expression in the context of cultural confidence. At first, the paper analyses and summarizes traditional festival food packaging''s current situation. Then, it concludes the display features of traditional festival food packaging''s design throughout elucidating its concept. Finally, it probes into the packaging display design''s expression way. Traditional festival food''s packaging should comply with the tendency of today''s aesthetic idea and the consumer development. The packaging''s display design features could be started with its way of telling, scene being produced and interaction with consumer. In the display, packaging''s theme, way of telling and design strategy should be considered. It should emphasize the atmosphere being produced when the packaging is opened, and focus on consumer''s interactive experience on visual and tactile aspects and with AR technology. In opening the packaging, it should help consumer gradually understand Chinese traditional festival and customs, and thus enhance their cultural confidence.