视觉消费时代白酒包装的发展之困与实践理路

Dilemma and Solution of Liquor Packaging in the Era of Visual Consumption

白酒企业在视觉消费时代面临着品牌定位、消费对象、产品类型、外观包装等诸多现实问题,为开拓消费市场、培养新生消费力量,一些白酒企业在营销模式和设计对策方面做了大胆创新。通过考察市场上年轻消费群体追崇的小瓶装白酒的销售业绩和营销模式发现,中青年消费群的圈层营销、健康饮酒的低度酒营销、小酌怡情的时尚群体营销成为这类白酒企业较为典型的三类营销模式。白酒包装设计创新性地采用了文案介入、插图点靓和结构优化等主要设计策略,引领起年轻、时尚、前卫的白酒消费潮流。

In the era of visual consumption,liquor enterprises face many practical problems in brand positioning,target consumers,product types,packaging’s appearance,and so on.Liquor enterprises have made bold innovations in marketing models and design strategies in order to tap the consumer market and cultivate the new generation of consumer forces.After investigating the marketing mode and sales performance of small bottle liquor favored by young consumers in the market,this paper points out that the marketing mode of these liquor enterprises can be subdivided into three types:circle marketing for urban white collars,lowalcohol alcohol marketing for healthy drinking,and fashionable group marketing of drinking for pleasure.In addition,the packaging design of liquor innovatively adopts design strategies such as copywriting intervention,illustration highlighting and structure optimization,leading the trend of young,fashionable and avant-garde liquor consumption.