巴蜀文化在旅游纪念品包装设计中的审美价值

目的 分析巴蜀文化在旅游纪念品包装设计中的审美价值。方法 根据巴蜀文化的风格和特点，从旅游纪念品包装设计的角度对巴蜀文化要素进行提取分析。结论 在旅游纪念品的包装设计中，必须突出纪念品的特色与个性，将巴蜀文化充分彰显出来。要兼顾本土特色，进一步明确未来发展趋势，加强对地方传统习俗、居住环境、民间装饰和民族图案的研究。在吸收外来文化的同时，结合巴蜀本土文化，基于文化元素内涵来实现产品在传统与现代、民族与国际的融合，在现代和传统、东西方之间，找到发展本土包装设计的途径，使具有巴蜀特色的旅游纪念品包装设计在世界设计舞台中大放异彩。唯有在发展中主动传承传统文化，才能设计出具有地方特色的现代旅游纪念品包装。

Aesthetic Value of Bashu Culture in Packaging Design of Tourist Souvenirs

The paper aims to analyze the aesthetic value of Bashu culture in packaging design of tourist souvenirs. According to style and characteristics of Bashu culture, the cultural elements of Bashu culture were extracted and analyzed from packaging design of tourist souvenirs. In packaging design of tourist souvenirs, it is necessary to highlight characteristics and individuality of souvenirs and fully highlight the culture of Bashu. It is necessary to pay attention to the local characteristics, further clarify the future development trend, and strengthen study on local traditional customs, living environment, folk decoration and ethnic patterns. At the same time of absorbing foreign culture, it is required to realize the products in the traditional and modern, ethnic and International fusion, between the modern and traditional, the East and the West, find the way to develop the local packaging design, make the packaging design of the tourist souvenirs with the characteristics of the BaShu characteristics in the world design stage in combination with the native culture of Bashu and based on the connotation of cultural elements. Only the traditional culture is carried on in the development activities, can modern tourist souvenirs package with local characteristics be designed.