Moon cakes are not only an ordinary food, but also bear the cultural heritage of China for thousands of years and inherit the cultural history of China for thousands of years. This requires that the packaging design of moon cakes should reflect the traditional culture of China in combination with modern culture. When it comes to the expression of traditional culture, it cannot be separated from the expression of China cultural elements. The elements of moon cake packaging design reflecting traditional culture can be considered from three aspects: first, words, second, colors and third, patterns.

First, the font of mooncake packaging design.

In the design of moon cake packaging, the traditional calligraphy mainly uses official script, which is simple in font, flat in font, full of twists and turns in strokes, soft in dancing and continuous in beauty, and suitable for decorative writing. In addition, a large number of variant characters are used in moon cake packaging, which has the advantages of randomness of structural combination and artistry of the font itself. Variant characters can be changed according to the specific characteristics of moon cakes in packaging, which makes the expression of characters more perfect and has stronger visibility. Variant characters can be matched with decorative patterns to form some Chinese-style patterns or patterns to achieve better decorative effects.

Second, the color of mooncake packaging design.

Mooncake packaging design usually uses the following colors:

1, red. Red is the most likely to arouse people's excitement and excitement, symbolizing the sun and flame, leaving people with warm, joyful and auspicious impressions. Many mooncake packages use red as the main color. There are also some mooncake packages that use red in their packaging design, even if the main color is not red.

2, yellow. Yellow is the most brilliant color among colors, and it is often used as a symbol of kings in China, showing authority. Mooncake packaging mostly takes the golden autumn as the theme and uses yellow as the main color, which reflects the crisp and delicious characteristics of mooncakes and gives people a noble visual experience.

3. Green. In recent years, some mooncake packages began to use green as the main color, mainly to highlight the theme of environmental protection and nature. In order to highlight its characteristics, some Cantonese-style moon cakes, such as those with lotus paste stuffing, will use a lot of green on the packaging and add lotus patterns as the background, which makes the packaging design elegant and beautiful.

Third, the pattern of mooncake packaging design.

The pattern of moon cake packaging design is the essence of the whole packaging and an important reflection of cultural characteristics. Graphic images commonly used in mooncake packaging design include:

1, flowers. Peony flower patterns are widely used in mooncake packaging. On the one hand, peony is a plant that glows at night, so it is considered to have a deep relationship with moonlight, which is in line with our custom of enjoying the moon and eating moon cakes in the Mid-Autumn Festival; On the other hand, peony means perfection and wealth, and there is a saying that peony is the national flower of our country. It is perfect to use peony patterns in moon cake packaging.

2. The moon. Mooncake packaging is inseparable from the moon pattern. The custom in China is that the whole family enjoys the moon and eats moon cakes together on Mid-Autumn Festival night, which means reunion. The moon cake packaging design usually uses the moon to match the flower pattern, which means that the moon is full. The packaging of most gift moon cakes adopts this design idea.

3. Fairy. Adding fairy patterns to mooncake packaging mostly refers to the contents of Chinese fairy tales. In China, there are myths and legends in the Goddess Chang'e flying to the moon. The use of Chang 'e or fairy patterns increases the mythical color of packaging design, and with the help of the moon and stars, it can achieve a good overall effect. At the same time, it also forms an antique style for packaging.

4. Landscape painting. China's landscape paintings mainly describe the natural scenery of mountains and rivers, and mainly express the artistic conception with ink and light colors. Different from foreign landscape paintings which express the theme with color, China landscape shows a fresh and natural theme. Many moon cakes with light taste are decorated with landscape patterns, especially the moon cake packaging with green or other light colors as the main color. Landscape can set off the packaging style well.

5. Xiangyun. Xiangyun represents a good omen and expresses good wishes for the future. In ancient China, people painted auspicious clouds on costumes and Yu Pei to express their good wishes. The use of auspicious clouds in mooncake packaging not only conforms to the traditional cultural concept of China people, but also expresses people's good wishes. Especially after the Beijing Olympic Games in 2008, because the torch also adopted auspicious clouds, the packaging design of many moon cakes added auspicious clouds, which is a perfect combination of tradition and modernity.

6. Classical patterns. Many classical patterns come from China's ancient utensils or classical buildings, especially ancient buildings, including some animal and plant patterns, characters, drama scenes and historical legends and stories. Some of these patterns are directly used for mooncake packaging, some can be edited by image processing software to obtain more beautiful patterns, and some can even be matched with variant characters to realize the unity of words and graphics.

The combination of traditional and modern culture in the packaging design of moon cakes can not be separated from the expression of Chinese style elements, which is mainly reflected in the above three aspects, and the integration of these three aspects constitutes a complete unity of the packaging design of moon cakes.