Abstract:

This paper aims to explore the transformation and innovative application of Shanghai intangible heritage elements in the creative packaging design of characteristic souvenirs. This study takes Shikumen, Lunar calendars, Shanghai paper-cuts, and Jinshan Peasant paintings as case studies, and refines the visual symbol elements of Shanghai Intangible Heritage projects. It discusses the application of Shanghai intangible cultural heritage elements in packaging design of Shanghai characteristic souvenirs from two aspects: three-dimensional modeling and two-dimensional graphic creativity. It provides a concrete analysis of the four creative logics: three-dimensional copying "form", three-dimensional writing "meaning", innovating concrete form, and strengthening abstract expression. Through the creation of Shanghai cultural IP, cross-border cooperation, and brand co-signing, the study aims to achieve the design innovation of characteristic souvenirs packaging. Taking Shanghai characteristic souvenirs as the research target, this paper summarizes the new approach of applying Shanghai intangible cultural heritage visual elements in modern creative packaging design. The creative transformation and design application of Shanghai intangible heritage symbols implant folk art genes into the packaging ideas. It activates the creative value of traditional local culture, and triggers consumers’ recognition. The research will provide ideas for local brands to inherit and creatively apply intangible heritage resources, and contribute to the construction and development of Shanghai Design Capital.

Key words: Shanghai intangible cultural heritage, characteristic souvenirs, packaging design