The development status of Chinese wine packaging

Wine packaging design; simplicity; art design

1.1 Wine Culture and wine packaging China's long wine culture has its unique charm. Wine not only permeates the cultural field but also has rich cultural connotations. China has the tradition of bartending, wine tasting and wine fighting since ancient times.

In the 1950s and 1960s, the production was "unified purchase and underwriting". There was almost no outer packaging for liquor products in China. The difference between brands was only the wine label on the bottle. The material technology was backward and the bottle shape was single. In the mid-1980s, the national Among peers, Wuliangye took the lead in using crystal glass to make wine bottles and introduced Italian Guara plastic bottle caps. After the new Wuliangye crystal bottle packaging products were put on the market, they produced huge economic and social effects, and many wineries began to follow suit. After the 1990s, China's liquor packaging developed rapidly, and liquor packaging became the core of the visual direct reflection of the product brand image and shined brilliantly. It can be said that a large part of the success of products in the market depends on the success of packaging.

1.2 Problems in the development of wine packaging With the development of the economy, the packaging of wine is also diversified. However, when the wine is covered with a luxurious coat, the wine is divided into grades, and this difference is not only reflected in the price marked on the product column but also in the visual impression of the packaging. The outer packaging with bright colors and unique structures can always attract the attention of consumers at first time, while the color Dull, monotonous ones are often discarded in the corner.

In recent years, high-end wine has become active in the market, and various exquisitely packaged wine products have stimulated the attention of consumers, but problems have also emerged. Wine packaging presents problems such as excessively luxurious homogeneity. The single-material application of outer packaging container shape design lacks characteristics and innovation, and the color, pattern, and composition of wine packaging and decoration design are formalized.

The phenomenon of imitation is also particularly evident in wine packaging. Many merchants only pursue short-term effects. Once a certain packaging design is recognized by the market, other wine brands imitate it. Here is just an example. On the shelves of supermarkets, such There are many other examples. Excessive and luxurious packaging is also particularly serious in wine packaging. Most of these problems appear in expensive gift wine. The reason why packaging is the packaging is to take into account both practicality and aesthetics.

Excessive packaging has deviated from the original intention of packaging. Packaging is produced for the convenience of quantification and transportation. Excessive packaging makes the structure of the packaging complex, resulting in an increase in volume. This growth makes the original convenient packaging become It is no longer convenient. It also causes waste of resources and environmental pollution, which violates the low-carbon and environmental protection design concept advocated by our country. Therefore, we must advocate a simple wine packaging design concept.