浅谈高档酒外包装设计

摘要

酒包装设计作为现代包装设计的一个门类，应遵循科学性、实用性、经济性、审美性、创造性等现代设计共同的基本原则。现代酒包装设计突破了传统酒包装的概念，是技术与艺术的完美结合，是美化生活和创造商业价值的手段。一个精美别致的酒包装，不仅能给人以美的享受，具有收藏价值，而且在市场不断出现和销售方式改变的今天，能直接刺激消费者的购买欲望，达到促进销售的目的。

随着经济的不断发展和生活水平的日益提高，人们对于酒的消费不再是为了满足日常生活的基本需求生活，它已成为一种具有文化色彩和生活情调的现代享受。包装设计是酒生产中必不可少的一个因素，而中国白酒的包装设计应该继承和发扬本土文化，倡导本土化语言在现代包装设计中的应用。

关键词：白酒包装设计文化创新

Abstract

Wine packaging design as a modern packaging design a class, should follow the scientific, practical, economic, aesthetic, creative and modern design of common underlying principles. Modern wine packaging design breaks through the traditional wine packaging concept, a perfect combination of technology and art, is to beautify the life and create business value by means of. A fine wine packaging, can not only give people the enjoyment with the United States, has a collection value, but also in the emerging markets and sales change today, can directly stimulate consumer desire to buy, to achieve the purpose of promoting sales.

With the continuous development of economy and the improvement of the life level, people for the consumption of alcohol is no longer in order to meet the basic needs of life of daily life, it has become a cultural color and exotic life modern enjoyment. Packaging design is the wine production in an essential factors, while the Chinese liquor packaging design should inherit and carry forward the native culture, advocate the localization of language applied in modern packaging design.

Key words: liquor packaging design culture innovation

摘要…………………………………………………….. I

前言……………………………………………………. 1

第一章概述……………………………………………….. 1

第1.1节高档酒外包装的基本概念…………………………… 1

第1.2节高档酒外包装现状分析…………………………….. 1

第二章高档酒外包装的设计定位……………………………….. 2

第2.1节产品品质定位……………………………………. 2

第2.2节品牌形象定位……………………………………. 2

第2.3节视觉效果定位……………………………………. 3

第2.4节消费对象定位……………………………………. 3

第2.5节商品价格定位……………………………………. 3