中国民间传统剪纸艺术在白酒包装外观设计中的运用研究

Application of Folk Paper Cutting Elements in Packaging Design of Baijiu Products

针对民间剪纸元素的艺术特点,分析其元素在白酒视觉传达设计中的具体表现。钻研民间剪纸元素的艺术、创新和技术理念,并结合近几年内剪纸元素在各类产品包装中的实际应用现状,分析民间剪纸艺术在白酒产品包装上的差异性,包括剪纸意向确定、剪纸题材选取以及剪纸艺术色彩设计,结合设计实际情况根据不同表现手法在白酒包装的视觉传达上实现统一共性。通过分析民间剪纸元素在白酒企业发展、产品设计创新以及企业文化宣传等方面的作用体现,可以得出,在白酒包装上引入剪纸元素不仅能弘扬民族文化,还能提高产品销量,是为现阶段的包装设计的全新之路。

Based on the artistic characteristics of the folk paper cutting elements,we analyzed the performance of the elements in the visual communication design of Baijiu products.Firstly,we studied the artistic,innovative and technical concepts of the folk paper cutting elements,then we studied the actual application of the paper cutting elements in the packaging design of Baijiu products in recent years,and analyzed their differences.The application process of paper cutting elements in the packaging design of Baijiu products included the determination of paper cutting intention,the selection of paper cutting themes and the design of paper cutting colors.Combining with the actual situation,different techniques of expression were used in the visual communication of Baijiu packaging to realize uniformity.By analyzing the roles of the folk paper cutting elements in the development of Baijiu enterprises,the innovation of product design and the publicity of corporate culture,we concluded that the introduction of paper cutting elements into Baijiu packaging design could not only promote the national culture,but also improve the product sales.