Narrative Design of Old Brand Image: A Case Study of Demaogong

摘要

The research aims to explore the innovative application of narratology in the package design of old brands. This paper first studies the application of narratology in package design through literature and field research, analyzes and summarizes the commonalities contained in narrative package design, which includes narrative theme, legibility, cultural connotation and narrative expression. A case study of Shaanxi Province old brand Demaogong is carried out to analyze the characteristics of development in its package design. At last, its product package is redesigned innovatively by the method of combination of the characteristics and narrative design. In order to adapt to the tide of development, Chinese old brands must upgrade. This paper applies the narrative theory into package design, which gives the package more functional value and enables the product information and the culture contained in the old brand more easily to be understood and accepted by consumers, thereby providing a new method for the development of the package design in old brand.