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During the past years, there are tremendous changes in local festival moon cake packaging design, including packaging solutions, materials, visual design elements, complex materials, printing technology development and applications. Abundant festival moon cake packaging designs and strokes mirror of the market demand for festival moon cakes and the weight dealers put upon festival moon cake package designs as well as the importance of packaged moon cake market to dealers. This study focuses on local moon cake packaging designs via documents, field investigation, comparisons and analysis, survey and interviews. Seven well-known local bakeries were interviewed to provide information, for analysis, about festival packaged moon cake distribution of different packages within past 5 years. Fifty designers were surveyed on packaging designing. Bakeries/Dealers, packaging suppliers and package designers were surveyed from different view points of marketing, product, packaging, consumer behaviors …etc. Study results are listed below:
1. Market:(1)In a addition to traditional festival moon cakes, western and Japanese pastry products came along to inspire diversifications of festival moon cake packaging design.(2)It’s a consumer-dominated market. Market derives prices, products and packaging strategies.(3)That various marketing channels and cut-throat marketing strategies lead to fringe competition results.(4)Profit from packaged festival moon cakes is divvied by different businesses by categories.(5)Local-culturalized and distinguishing featured products can be solutions in the futures.
2.Existing product packaging:(1)Paper, as material, is the most generously adopted. It is also environmental friendly and reusable.(2)Product packaging should be practical, convenient and easy to thermoform.(3)Package materials should go green and be put less printing on them.(4)Government’s policy of restrictions on over-wrapping festival moon cakes is a current trend of local society.(5)Packaging materials and structure should be created functionally to meet the needs of products.
3. Packaging visual designs: (1) Packaging visual design is expected to features business images, characteristics, and themes. (2) Traditional graphic are gradually replaced by geometric or innovative elements.(3) Environmental protection concepts are brought into festival moon cake packaging. (4)Calligraphy, chinoiserie, Chinese traditional paintings of plants and beautiful women are features of Chinese style.(5)Design is a cycle event that can go complicated, then simple and back to complicated again.(6)A warm reddish hue is a basic color tone on traditional moon cake box. Colorful packaging is applied to assembled products with no restrictions. (7)Applications of colors are dominated by brand images and product features. (8)Food pictures are used as a graphic element to make consumers feel “delicious”.
4. Survey results: for 50 people. (1) Twenty-three people took visual graphic design more important than packaging structures and styles. (2)Forty-six related to the notions of functional packaging is helpful to package design development. (3)Package design originated survey results or clients’ quests. (4)As for visual design elements, 36 people adopted patterns of plants while 34 people preferred calligraphy.(5)In the viewpoint of visual communications, 25 people agreed that it’s the fact of color acts on product packaging.(6)A reddish hue was rated by 43 people as the most decent color for festival moon cake packages, aureate and orange came sequentially.
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