基于中国传统文化的包装设计研究——以《五粮液》系列酒包装设计为例

本研究以《五粮液》系列酒的包装设计为研究对象,旨在探讨中国传统文化下的包装更新设计策略。文章首先调研整理了《五粮液》现有包装设计的特点及目前存在于传统文化主题包装创新中的问题,随后通过对先进设计理念与成功案例的深入分析,提出了创新的包装设计理念和方法。希望通过新包装设计,有效提升品牌形象,以更好满足消费者需求,传承传统文化。

This study takes the packaging design of"Wuliangye"series of wines as the research object,aiming at exploring the design strategy of packaging renewal under Chinese traditional culture.The article firstly researches and organizes the characteristics of the existing packaging design of"Wuliangye"and the current problems existing in the packaging innovation of traditional culture theme,and then puts forward the innovative packaging design concept and method through the in-depth analysis of advanced design concepts and successful cases.This concept and method hope to effectively enhance the brand image through the new packaging design to better meet consumer needs and inherit traditional culture.