Wine packaging design analysis

China's wine culture was formed as early as the Zhou Dynasty, and it has been continuously enriched and developed after the Han Dynasty. It is one of the three major wine culture countries in the world. After thousands of years of vicissitudes, the world is still famous for its exquisite craftsmanship, unique style and maximum sales volume. With its long history and profound connotations, it has become a leader in the world of wine culture.

Wine culture is a common point in the cultures of all ethnic groups of mankind. It has a wide range of sociality and people, and it contains rich connotations. It has a profound social foundation, distinctive national characteristics, and lasting vitality.

Wine and packaging, in the history of thousands of years of development, are two interactive industries that are integrated with each other. They promote each other, develop together, and create brilliance. Wine is a product that becomes a commodity after packaging and enters the circulation field. Into the market, you will be impacted by a wide range of brands: national brand names, local brand names, manufacturers brand names, old brand names, new brand names ... dazzling. Red, green, white, yellow, black, gold, colorful, vibrant colors stimulating consumers, coupled with high, low, fat, thin, all kinds of packaging boxes, Neatly arranged in pairs. Each of these packages has its own unique characteristics and “prestige”, among which are many beautiful and exquisite, especially the appearance of brand-name wine bottles, transparent glass texture, glorious glaze of pottery glaze, and thick and moving “body” (styling) Hide without revealing, "Deeply awaiting words" (for sale). However, most packaging boxes are like faces. The composition is similar, and they are divided more by geometric shapes. The colors are the same and non-gold or silver. It does not seem to be enough to show their luxury style. As a result, such a situation appeared on the shelf. The packaging and internal contents were seriously misaligned. The packaging of low-priced wine and high-priced wine was inconsistent with the packaging of national brand names and non-national brand-name wines, causing misleading and reversal to consumers. psychological. With the opening up and prosperity of the market, high-quality products abound, but there are also some phenomena that cause all kinds of harm and personal safety to the people. Occasionally, consumers often have lingering fears and are afraid of new products and strange products. Packaging is not a win for China. In the market competition, we should be based on the spirit of seeking truth from facts, and what is the quality of wine. The packaging should reflect the same level of quality, and can not be confused. In general, it can be divided into four grades of gifts, high, medium and low. To have personality and characteristics, it is necessary to unify the drinking of the endoplasm for the consumers to make clear choices, and it is also beneficial for manufacturers and sales agents to determine the sales regions, locations and sales targets. With the "market wind", with the "speculative style", forgetting the identity, environment, and sales objects, blindly pursuing magnificent and following others, is a suicide brand behavior. The consequences cannot be underestimated. About the bottle on the market today is divided into two categories, a glass bottle, that ceramic bottle, in terms of material, the former is transparent, crystal shining, gorgeous high-end; the latter glaze can be elegant, noble and elegant. However, due to different shapes, it will produce a variety of feelings of elegance, richness, luxury, ruggedness, fineness, simplicity, honesty, exquisiteness, clumsyness and so on. Consumers have good, bad, beautiful and ugly opinions on this. Sometimes it also attaches a relegation to the quality of the winery's corporate culture. However, many old factories produce different wines and brands, but the bottles are exactly the same. You fill me with water and label them to leave the factory. This brand-less thinking, lack of intellectual property awareness, and lack of patent-registered packaging containers have been flooded. It is no wonder that the market for these products cannot be opened and the benefits are low. The crux of the matter is that there is no intention to create a brand at all. A brewer company must stand firm in the market and must strive for a brand name, stand at the height of corporate culture, pay close attention to the quality of the liquor's inner quality and bottle shape and packaging design, and come up with its own name and become unique. There is no way out for imitating or chasing "stars." Only by innovation can we "individualize high marks." In terms of ideology and sentiment, in terms of cultural qualities, it is necessary to gain upper hand, to stand tall, to see far, and to produce something extraordinary. Products in the market will endure and remain invincible.

Wine packaging must have personality characteristics and characteristics of origin. The wines have a wide range of sales, and China's high-quality wine production areas are mostly in high-quality mountain areas, such as Kweichow Moutai, Luzhou Laojiao, Shanxi Fenjiu, Fengxiang Xiyu, and Three Gorges Sanxiol. Many packaging do not see the place of production, or not obvious, can not reflect the cultural connotation of the local wine. The uniform geometry, segmentation, or the name of a piece of gold-stamped paper is not unreasonable in this form, but it lacks the characteristics of its own place of origin. With such a large number of packages, there is no sign of its own, and it is not characterized by the sea. Overwhelmed, this brand, and even this plant will disappear. Moreover, mankind is entering an era of global communication and global competition. Both human material production and spiritual production have a strong global nature and are increasingly developing toward internationalization. In the store's wine cooler, wine and country wine go hand in hand, in a competition line, dazzling, competing against each other. Only more personalized, localized, nationalized and humanized packaging can be more internationalized to be recognized by the world. There are Xinghua Village on the wine box, Wusong Tiger on Jingyanggang Wine, and Qingming River on the grain and liquid of Song River, and the Three Gorges of Yangtze River on the Three Gorges Alcohol Package. All have the finishing touch. Maotai wine is used in the old packaging, one or two hundred years, is customary packaging, brand-name packaging, its packaging has its own local characteristics, reflecting the simple nature of the mountain people's personality.

Peony: elegant, colorful, brilliant, has always been hailed as a symbol of wealth and good fortune. Plum: Aoxue welcomes the spring and is full of vitality. It is a symbol of personality. Orchid: Qingyuan fragrance, beautiful and moving leaves, flowers and clean. Lotus: pure and beautiful, elegant and elegant, is a symbol of Ruixiang. Taking several flowers as an example to illustrate the different praises of the United States, each has its own demeanor, each has its own strengths and characteristics, and is accepted by people of different levels. The shape of the bottle and the design of the packaging box are the pursuit of prosperity and grace, as well as the simplicity and simplicity of writing, such as flowers, people, and personality. Some of the composition and coloring are just right, "the total amount of makeup is always appropriate" and it is very comfortable. However, some of them are gorgeous and noble, and they are distorted and uncomfortable like the ugly woman's makeup. The magnificent and simple and generous are loved by most people. Like flowers, some people love Mei, others like blue, some people love the peony, and others use the lotus as a friend, all of which depend on the taste of the viewers. They can not be generalized. It is the original intention of “hundred flowers bloom”. But not all the good wines. The packaging of high-end wines is indispensable. Non-gracefulness can not reflect the birth of the famous, Maotai, ghost wine can be described as high-grade, but also not seen in Zhu Cui, but some non-high-quality wine, but it is gold Silver parcels, like the nouveau riche, are covered with skins, full jewelry, hanging ears, items on the perimeter, and recognizing their wealth. I do not oppose the grandeur, but to be properly disposed of, can not be artificial, truly reflects the grandiose appearance. Many people like simplicity, simplicity is not equal to shabby, it does not mean that there is no decoration, not to mention not upscale. Three Gorges Stone is known as a strange stone, its natural form, its texture free and easy. Wang Chaowen told collectors when he observed the Three Gorges Rock in Yichang: “It is unique and precious and natural.” Fortunately fortunately, it is natural that you are intrigued by nature. Around the early 1980s, Yichang designers had designed a pebble-shaped bottle shape, used a pebble to make a mold, fired it in pottery, cut a cover in one-third of the way, and even covered the mouth of the bottle. After sealing, it is a complete pebble, smooth, there are stone patterns, plus wine mark seal, after the market is popular. Because of its simplicity and artistic talent, Tiancheng won the provincial packaging design award. More than ten years before the pebble-shaped bottle was designed. Afterwards, the bamboo-shaped bottles, bamboo shoot bottles, gourd bottles, etc., which were originally made from the originals, were all in natural form. They did not win with magnificent power, but were plain and elegant, and were surprisingly collected by fans. Afterwards, imitation bell jars, tripod-shaped bottles, face-shaped bottles, beer barrel-shaped bottles, sack-shaped bottles, fish-shaped bottles, and human-shaped bottles appeared on the market. Bottle shape more and more, in the final analysis, seeking is the market. Their dignity, simplicity, and lack of sculpting and whitewashing make for a great deal of space. The pearls, precious stones, and jade are often improperly decorated. They are counterproductive, and the buyers are even paralyzed. Although simplicity is not the only standard for beauty, several flower cases have already been explained. However, the packaging of wine is a commodity, not a pure artwork. It has a cultural connotation and is a carrier of art. The packaging and decoration of wine is a window in the economic era. It should have a clear sense of the times, a sense of market, and a cultural taste of modern people. .

Wine packaging design summary: First, the wine packaging design style must have nationality, regionality and uniqueness to have a distinct personality; Second, the wine packaging and decoration design must be consistent with the quality of wine and the price level, to achieve synchronization Sexuality, any unreasonable over-packaging, false packaging, deceitful packaging, and lack of packaging all bring huge losses to the production companies; third, the packaging design of wine must take into account the interests of most people, and then use materials and materials. The production process should pay attention to the benefits and practicality. Fourth, the design of the wine should consider the perfect shelf display, strong artistic infectivity, novelty, cohesiveness, and competitiveness in similar products. Whether it's "great thanks to carving" or "serving to indulge", it cannot be separated from the profound cultural accumulation and the intrinsic quality of wine.