五粮液酒外包装图像演变研究——基于1-8代的实证调研

Research on the Outer Packaging Image Evolution of Wuliangye—Based on the Empirical Investigation from Generation 1 to 8

本研究以五粮液集团厂区及五粮液酒博物馆为主要考察点,以代表性的五粮液1-8代酒包装为采集范畴,收集1-8代酒包装资料,从图像造型元素、构成、色彩等视觉表现上解析其图像造型演变历程及特点。在生产力、生产关系、文化及社会的转型与变革过程中,对这种具有“时代感与文化传承”的图像造型基因进行研究,既是对五粮液酒文化的“回溯”与“品读”,又是对工业化与科技化时代下探究五粮液图像造型现代应用范畴和应用形态的现实启示。

The plant area of Wuliangye Group and Wuliangye Museum are taken as the main investigation points in this thesis.The representative packaging of Wuliangye from generation 1 to 8 is taken as the collection category to make the collection of the packaging data of it from generation 1 to 8.The evolution process and features of the outer packaging’s image modeling is analyzed from the visual expression of image modeling elements,composition,color and so on.This thesis carries out the research on this image modeling gene with“sense of the times and cultural inheritance”in the process of transformation and reform of productivity,production relations,culture and society.The“backtracking”and“reading”of Wuliangye culture can be embodied in this measure.At the same time,it also brings the practical enlightenment to the exploration on the modern application category and application form of Wuliangye image modeling under the era of industrialization and science and technology.