湖南老字号品牌包装视觉形象设计研究——以衡阳湖之酒为例

On Packaging Visual Image Design of Hunan Old and Famous Brand——A Case Study of Hengyang Lake Wine

文章概述了"湖南老字号"这一品牌,基于湖南老字号品牌包装视觉形象设计的优劣势,以衡阳湖之酒为例,对其设计现状进行分析,从包装造型与材料、包装色彩、文字图形三个方面具体阐述设计策略,为湖南老字号品牌包装视觉形象设计寻求可行之路。

Based on the advantages and disadvantages of Hunan old and famous brand of packaging visual image design, taking Hengyang Lake Wine as an example, this paper analyzes its design status, elaborates the design strategy from three aspects： packaging modeling and materials, packaging color and text graphics. The purpose is try to find a feasible way for Hunan old and famous brand packaging visual image design.