Mooncake is not just an ordinary food, it carries the cultural heritage of our country for thousands of years and inherits 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 traditional Chinese culture. When it comes to the expression of traditional culture, it is inseparable from the expression of Chinese cultural elements. The elements of traditional culture reflected in mooncake packaging design can be considered from three aspects: first, text, second, color, and third, pattern.
1. Font for moon cake packaging design.
Traditional calligraphy in moon cake packaging design mainly uses official script. The official script font is simple and flat, with twists and turns, silkworm head and wild goose tail, with the softness and continuous beauty of dancing, and is suitable for decorative text. In addition, the text on moon cake packaging also uses a large number of variant characters. Its advantages lie in the randomness of structural combination and the artistry of the font itself. The variant characters can be changed according to the specific characteristics of the mooncakes inside the package, making the characters more expressive and more visible. Variant characters can be matched with decorative patterns to form some Chinese-style patterns or patterns to achieve better decorative effects.
2. The color of moon cake 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. It symbolizes the sun and flames and leaves an impression of enthusiasm, joy and auspiciousness. Many mooncake packaging uses red as the main color. There are also some mooncake packages that, even if the color is not red as the main color, will partially use red in the packaging design.
2. Yellow. Yellow is the most glorious color among colors. In our country, it is often used as a symbol of the king and expresses authority. Mooncake packaging is mostly based on the theme of golden autumn, using yellow as the main color, which reflects the crispy and delicious characteristics of mooncakes and gives people a noble visual experience.
3. Green. In recent years, some mooncake packaging has begun to use green as the main color, mainly to highlight the theme of environmental protection and naturalness. In order to highlight their characteristics, some Cantonese-style mooncakes, such as mooncakes stuffed with lotus paste, use a lot of green on the packaging and add lotus patterns as backgrounds, making the packaging design elegant and beautiful.
3. The pattern of moon cake packaging design.
The pattern of moon cake packaging design is the essence of the entire packaging and an important reflection of cultural characteristics. Graphic images commonly used in mooncake packaging design include:
1. Flowers. Peony flower patterns are often used in mooncake packaging. On the one hand, peonies are plants that glow at night, so they are considered to have a close relationship with the moonlight, which is in line with our Mid-Autumn Festival custom of admiring the moon and eating mooncakes; on the other hand, peonies mean perfection and wealth, and among the people, peonies are my country's national flower. According to the statement, the use of peony patterns in mooncake packaging is perfect.
2. The moon. Moon cake packaging is inseparable from the moon pattern. It is a Chinese custom for the whole family to enjoy the moon and eat moon cakes together on the night of the Mid-Autumn Festival, which symbolizes reunion. Mooncake packaging designs usually use the moon combined with flower patterns to symbolize the full moon. The packaging of most gift mooncakes adopts this design idea.
3. Fairy. The inclusion of fairy patterns in mooncake packaging mostly refers to the content of Chinese mythology. Our country has the myth of Chang'e flying to the moon. Using patterns of Chang'e or fairies adds a mythical color to the packaging design. Combined with the star and moon graphics, it can obtain a good effect. The overall effect, at the same time, also gives the packaging an antique style.
4. Landscape painting. Chinese landscape painting mainly depicts the natural scenery of mountains and rivers, and mainly uses light colors of ink and wash to express artistic conception. Unlike foreign landscape paintings that use color to express themes, Chinese landscape paintings express fresh and natural themes. Many mooncakes with lighter flavors are decorated with landscape patterns. Especially for mooncake packaging with green or other light colors as the main color, landscapes can well set off the packaging style.
5. Auspicious clouds. Xiangyun represents a good omen and expresses good wishes for the future. In ancient my country, people painted auspicious cloud patterns on their clothing and jade pendants to express their best wishes.
The use of auspicious cloud patterns in mooncake packaging not only conforms to Chinese traditional cultural concepts, but also expresses people's best wishes. Especially after the 2008 Beijing Olympics, because the torch also used the auspicious cloud pattern, many mooncake packaging designs added auspicious cloud elements, which can be regarded as a perfect combination of tradition and modernity.
6. Classical patterns. Many classical patterns come from ancient Chinese utensils or classical buildings, especially ancient buildings, including some animal and plant patterns, human figures, dramatic scenes and historical legends. Some of these patterns are directly used for mooncake packaging, and some can be edited through image processing software to obtain more beautiful patterns. Some can even be matched with variant characters to achieve the unification of text and graphics.
The mooncake packaging design must reflect the combination of traditional and modern culture and cannot do without the expression of Chinese style elements, which are mainly reflected in the above three aspects. The integration of these three aspects constitutes the complete mooncake packaging design. of unity.