五邑侨乡特色文化元素在农产品品牌设计中的应用研究  

Study on the Application of Characteristic Cultural Elements in the Brand Design of Agricultural Products in Wuyi

作　　者：王婧[1] 陈家鹏[1] 孙颖实[1] 戴春花 WANG Jing;CHEN Jia-peng;SUN Ying-shi;DAI Chun-hua(Department of Art and Design,Jiangmen polytechnic college,Jiangmen 529030,China)

机构地区：[1]江门职业技术学院,广东江门529030

出　　处：《绿色包装》2023年第5期178-182,共5页Green Packaging

基　　金：江门市2022年度哲学社会科学规划项目(JM2022C90);2022大学生创新创业训练计划项目(SC22XYQ011)。

摘　　要：本次研究的目的是将五邑侨乡特色文化元素融入农产品品牌设计中,通过设计创新理念发挥地域文化的特色优势,挖掘本土文化价值,提升农产品竞争力与附加值。文章在分析五邑侨乡特色农产品品牌设计价值的基础上,提出了当下五邑农产品品牌设计中存在的问题及创新策略,最后,通过“邑米知香”品牌设计项目进行实践论证,以期通过设计的手段,发挥设计创新与农业创新的相互助推效用,对传承与发展其他地域特色农产品品牌有借鉴意义。The purpose of this study is to integrate the characteristic cultural elements of Wuyi overseas Chinese hometown into the brand design of agricultural products,to give play to the characteristic advantages of regional culture through the design innovation concept,excavate the local cultural value,and enhance the competitiveness and added value of agricultural products.On the basis of analyzing the value of brand design of characteristic agricultural products of overseas Chinese Township in Wuyi,this paper analyzes the existing problems and innovation strategies in brand design of agricultural products in Wuyi at present.Finally,through practical demonstration of brand design project“Yimi Zhixiang”,it hopes to give play to the mutual booster effect of design innovation and agricultural innovation by means of design.It is of reference significance to inherit and develop other regional characteristic agricultural products brands.

关 键 词：五邑侨乡 品牌设计 农产品 文化元素 

分 类 号：TB482[一般工业技术—包装工程]