王一舟

In recent years，more and more designers have begun to integrate fresh and strong Oriental temperament into the packaging design of domestic skin care products，which makes domestic manufacturers avoid the edge of international brands and endows brands with differentiated competitive advantages. Some forward-looking national brands also pay more and more attention to the packing design of the brand，not blindly imitate and follow the international brand，began to explore new style and new style suitable for local cosmetics packaging，mining local brands unique personality and national features，from design concept to design modelling，design elements，etc.，to determine its own brand uniqueness and diversity.

Tang Dynasty poet Yuan Zhen in the "from the five" once wrote that "a moment to shoot rouge cheek，a red Su Xuan to melt"，when the use of modern technology cosmetics and ancient Chinese traditional culture combined，will burst out a new spark. Nowadays，more and more domestic and foreign beauty brands integrate traditional Chinese elements into the packaging design of brand products. In the building of brand image，various beauty and makeup brands have their own style，but with the continuous expansion of the beauty and makeup market，brand style has become chaotic. If a brand wants to occupy a certain consumption position in the hearts of consumers，it is necessary to improve the brand aesthetic feeling in the design vision and form a brand design system. While product packaging is the first impression of consumers on brand cognition，the packaging of cosmetics brand is the initial positioning of consumers on brand image in memory. In the context of the popularization of traditional Chinese culture，the combination of traditional Chinese cultural elements and cosmetics packaging can，on the one hand，strengthen the brand's image and positioning in the minds of consumers，and on the other hand，improve the brand's popularity and communication degree.

For example，100 birds antelope has always been a Chinese wind to play the ultimate conscience of the brand of domestic goods. Starting in 2017，Baiquealing collaborated with Zhong Hua，jewelry designer of the Palace Museum，to launch a limited Chinese style dressing box. Swallow to the hundred treasure dowry（Figure 1）. The outer box uses the noble Chinese traditional color malachite green，divided into two layers，the shape is very unique. Inside contains 100 birds Ling water energy series of lotion and cream. At the same time，there are two BB Creams for Air Cushions，one of which is Peacock Blue Gazelle. The appearance is painted with the traditional Chinese pattern of finch feather gold，blue and green，with distinct color layers，especially with the Oriental mysterious and retro flavor. Another product is the Imperial Palace Magnolia（Figure 1），on which is painted a pair of magpies representing the traditional Chinese pattern，full of spirit and charm，looking lively and vivid，which is very attractive to people.

Chinese traditional culture has a long history and has left a valuable legacy for mankind through its evolution in different periods. Good cosmetic packaging design is closely related to the culture of the nation，it is not only a packaging，but also a synonym for the nation and The Times. Reasonable use of Chinese traditional cultural elements with rich connotations and various forms of expression can reflect the characteristics of the Chinese nation and show the rich connotation of Chinese culture. Therefore，in the actual design process，we should reasonably absorb and use the design elements of traditional culture，and at the same time，according to the trend of social development，use modern design concept and technology to create works that meet the requirements of The Times. We through the blend of modern and traditional culture，and establish the new system of aesthetic value，and guide consumers produce emotional resonance，further stimulate consumption，cultivate new consumption idea，consumer only in this way，we can better improve the domestic sales of cosmetics，finally realizes the Chinese traditional culture and common fusion and development of product packaging design.

Therefore，the integration of traditional Chinese characters，patterns，colors，paintings and other cultural elements into the packaging design of contemporary cosmetics conforms to the development requirements of The Times，meets the psychological needs of consumers，and is of great significance to the inheritance and development of traditional Chinese culture and the promotion of the inheritance and development of Chinese national culture.

（作者單位：齊魯工業(yè)大學(xué)）