Research on the Cross-border Integration Design of Shikumen Symbols in "New Guochao" Brand Packaging
DOI:
https://doi.org/10.54097/d4kvmx84Keywords:
Shikumen, New Guochao, Cultural Memory, Semiotic Translation, Packaging DesignAbstract
Focusing on the insufficient innovative transformation of Shikumen architectural symbols in current " New Guochao " packaging design , this paper takes typical Shikumen lilong architectures in Shanghai as research samples ,and explores a cross - border integration path connecting traditional architectural heritage with modern brand design .Combining field surveys and historical literature analysis, the study systematically sorts out the morphological evolution and visual characteristics of Shikumen architecture ,and constructs a three - dimensional semiotic translation framework covering material form , behavioral interaction and spiritual imagery .On this basis, shape grammar and parametric design methods are introduced to complete the creative transformation from architectural symbols to packaging elements ,and a progressive " Form Observation - Meaning Projection - Spirit Regeneration " translation model is proposed .Design practices verify the feasibility of this model in multiple packaging links: geometric simplification of lintel contours supports the structural innovation of gift boxes , parametric reconstruction of brick wall textures enriches the brand visual system ,and narrative graphics based on lilong life scenes enhance the emotional value of products .The " architectural syntax designification " approach proposed in this study balances cultural authenticity and modern aesthetic experience, andprovides a replicable theoretical reference for the contemporary creative transformation of traditional architectural heritage in the design field.
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