Abstract
In this review, the Meishan culture was investigated, and the Meishan Nuo facial makeup culture was found to be a unique cultural form predominantly native with a diverse coexistence. The distinctive artistic features and cultural connotations of this culture were highlighted. The cultural elements of the primitive, exaggerated, and humorous artistic design techniques were incorporated into the design of the public brand "Meishan Hui" for the local specialty foods in Xinhua. The brand design strategy, from visual to connotative expression, was analyzed by investigating the application of packaging of various local specialty food in Xinhua through case studies, and the design techniques of regional characteristics and folk culture in local characteristic food packaging were also demonstrated.
Publication Date
12-26-2023
First Page
118
Last Page
122
DOI
10.13652/j.spjx.1003.5788.2023.60151
Recommended Citation
Ling, TONG
(2023)
"Meishan Nuo culture-based design and application of a public brand for local specialty foods from Xinhua, Hunan,"
Food and Machinery: Vol. 39:
Iss.
10, Article 18.
DOI: 10.13652/j.spjx.1003.5788.2023.60151
Available at:
https://www.ifoodmm.cn/journal/vol39/iss10/18
References
[1] 工业和信息化部等十一部门关于培育传统优势食品产区和地方特色食品产业的指导意见[J]. 中小企业管理与科技, 2023（7）: 1-6.
Guiding Opinions of the Ministry of Industry and Information Technology and other eleven departments on cultivating traditional advantageous food producing areas and local specialty food industries[J]. Management & Technology of SME, 2023（7）: 1-6.
[2] 刘英. 梅山文化园开发建设模式研究[D]. 长沙: 湖南大学, 2014: 10-15.
LIU Y. The study on the development and construction mode of Meishan culture pard rict[D]. Changsha: Hunan University, 2014: 10-15.
[3] 李弢. 非遗语境下梅山巫傩面具数字化保护探析[J]. 湖南包装, 2023, 38（3）: 96-98.
LI T. Analysis on the digital protection of meishan Wu Nuo mask in the context of intangible cultural heritage[J]. Hunan Packaging, 2023, 38（3）: 96-98.
[4] 徐益, 龙选君. 湘中梅山傩戏的特色与价值研究[J]. 湖南人文科技学院学报, 2017, 34（5）: 5-8.
XU Y, LONG X J.Characteristics and value research of Hunan Meishan Nuo drama[J]. Journal of Hunan University of Humanities, Science and Technology, 2017, 34（5）: 5-8.
[5] 黎洁, 田雨禾, 唐虎跃, 等. 在地化包装设计中的情感因素探究[J]. 湖南包装, 2022, 37（5）: 168-170.
LI J, TIAN Y H, TANG H Y, et al. Research on emotional factors in geochemical packaging design[J]. Hunan Packaging, 2022, 37（5）: 168-170.
[6] 何捷, 张西华, 万瑾, 等. 农产品区域公用品牌“市—县—企”三级协同机制研究[J]. 食品与机械, 2022, 38（6）: 219-222.
HE J, ZHANG X H, WAN J, et al. Study on the three-level synergy mechanism of regional public brand of agricultural products[J]. Food & Machinery, 2022, 38（6）: 219-222.
[7] 高鹏. 中式元素视觉传达: 图案设计[M]. 沈阳: 辽宁科学技术出版社, 2021: 10.
GAO P. Visual communication of Chinese elements: Pattern design[M]. Shenyang: Liaoning Science and Technology Press, 2021: 10.
[8] 左文. 民俗文化要素在地方特色食品包装设计中的表达[J]. 食品与机械, 2022, 38（9）: 128-133.
ZUO W. Expression of folk culture elements in the packaging design of local characteristic food[J]. Food & Machinery, 2022, 38（9）: 128-133.
[9] 李鑫莹, 肖小英, 王丽, 等. 梅山傩面具艺术符号琐谈[J]. 湖南包装, 2015, 29（3）: 57-59, 77.
LI X Y, XIAO X Y, WANG L, et al. A brief discussion to the artistic symbols of meishan nuo masks[J]. Hunan Packaging, 2015, 29（3）: 57-59, 77.
[10] 孟燕. 非遗保护视角下的湘西傩面具艺术再设计应用[J]. 湖南包装, 2023, 38（4）: 150-152, 201.
MENG Y. The artistic redesign and application of Nuo mask in western hunan from the perspective of intangible heritage protection[J]. Hunan Packaging, 2023, 38（4）: 150-152, 201.