手绘插画在青春白酒包装设计中的应用研究

On Application of Hand-painted Illustrations in Packaging Design of Youth Baijiu

开发年轻消费群体市场已经成为新时期很多大型酒企的战略目标。青春白酒是树立品牌年轻化的重要策略,而插画艺术的视觉语言鲜明、艺术形态新颖,与青春白酒类品牌结合,有利于活力的体现和情感的传递,也更能有效与市场上的同类产品产生差异,形成自己的风格。文章以现代造型观念和插画表现形式进行白酒包装的创新,以年轻一代的审美导向作为主要参考,设计出具有新的视角语言、新的艺术形态的青春类白酒包装。遵循此方向,探讨如何丰富和发展手绘插画形式的青春白酒的包装设计,具有较高的研究意义和应用价值。

Developing the market of young consumer groups has become the strategic goal of many large enterprises in the new era.Youth baijiu is an important strategy to establish a younger brand.The illustration art,with its distinctive visual language and novel artistic form,is more conducive to the embodiment of vitality and the transmission of emotions.When combined with the youth baijiu brand,it can also effectively differentiate a product from similar products in the market,impressing consumers with its own style.This paper innovates baijiu packaging with modern modeling concepts and illustration forms,takes the aesthetic orientation of the young generation as the main reference,designs the youth baijiu packaging from a new perspective and presents it in a new artistic form.Following this direction,this paper explores how to enrich and develop the packaging design of youth baijiu in the form of hand-painted illustration.