Talking about liquor packaging design

Packaging is the carrier of wine. In the development history of liquor packaging, the development of packaging from the simple role of protecting wine in the past to artificially adding spiritual factors to today’s consumption through culture has always been accompanied by the development of wine culture. And it is produced, the development of science and technology develops, and people's aesthetic trends change and develop and change and develop. In other words, any form of liquor packaging is to serve its content, and changes in content in turn will lead to changes in form.

1 Liquor culture and packaging

Wine and packaging are two mutually interactive industries. Wine as a commodity, people buy wine from the past a single "practical" (physiological needs), to appreciate, practical and equal, and continue to the pursuit of beauty, access to spiritual "enjoy the main" (psychological needs) conversion. Consumers drink more to drink a mood, an atmosphere, a culture. This makes the wine culture and wine packaging become closely linked and inseparable overall. Wine packaging is a commodity, not a pure artwork. It has a cultural connotation and is a carrier of art. package

In addition to protecting the goods and facilitating the transportation, there are also sales promotion purposes. The purpose is to create additional value for the goods, ultimately affect the consumer's ideas and actions, establish the brand of the goods, and win the marketing strategy. According to Philip Kotler’s marketing theory of marketing authority, “When marketers offer products or products, marketers need to consider five product levels... today's competition essentially occurs at an additional level of product.” Culture is attached to an additional level. Therefore, the process of inheriting the culture from the packaging material carrier and creating additional value is the most effective way to increase the cultural concepts contained in the product and achieve product differentiation. In the variety of liquor market, from the analysis of the sales of wine, it is concluded that the unique style and extraordinary charm of the inside and outside packaging of wines play an important role in the promotion and promotion of liquor sales. Many liquor manufacturers have made wine packaging the dominant thinking in the development of the liquor market through its diversity, uniqueness, originality, and small-volume, personalization.

This makes the wine culture and wine packaging become closely linked and inseparable overall. The process of inheriting the culture from the packaging material carrier and creating additional value is the most effective way to increase the cultural concepts contained in the product and achieve product differentiation. Therefore, packaging design plays an extremely important role.

2 liquor packaging design

2.1 Personalization of liquor packaging design

Liquor has a wide range of sales, and China's high-quality wines are mostly in high-quality mountains, such as Guizhou Maotai, Luzhou Laojiao, Shanxi Fenji, Shaanxi Xifeng, and Langjiu. Regional cultural characteristics are not visible or obvious on many packages. In the present situation where the homogenization of liquor products is becoming more and more serious, the more personalized, regional, national, and humane product packages are more competitive. For example, wine packaging: white porcelain vases and blue-and-white flowers look elegant and graceful. Shepherd's designs echo the ancient name of the famous Chinese wine, “where to ask if there is a restaurant, and if the shepherd boy points to Heng Fa Chuen,” the wine is full of poetic charm; It is a purple wine bottle produced after inducing and concentrating facial expressions of folk local costumes. The seal uses red knots and double-sided dragon carvings on both sides of the helmet to form two dragons playing beads, while the name “Anjiu” stands out with bamboo lace and black. In the form of anti-white lining, the outer box and national batik are used as linings to enclose the bottles. The colors are mainly dark blue and metallic red. The whole package is delicate in conception, perfect in form, and has a strong visual effect and distinctive geographical features.

2.2 grade and design of liquor packaging

Packaging is not to win with sensationalism. In the spirit of seeking truth from facts in the market competition, what level of wine is the packaging design should reflect the level of the same level. In general, white wine packaging can be divided into middle and low grade, high-grade, gourmet (reserve or commemorative) wine packaging.

2.2.1 middle and low wine packaging

Middle-to-low wine drink refers to the relatively affordable price of liquor, middle and low-end wine packaging design, due to cost considerations, making it in the packaging materials, production processes and other aspects will be limited, so the performance of the packaging will have a certain impact. However, it does not mean that there is no cultural expression in mid- and low-end wine packaging. Good creativity, good positioning, and just-in-time performance can be used to design excellent but lower-cost packaging.

2.2.2 Upscale wine packaging

High-grade wine refers to high-priced, beautifully packaged, more exquisite, cultural quality of liquor. High-grade wine packaging emerged with the advent of alcoholic liquor, and the success of Shuijingfang warmed up to form a development boom today.

Liquor companies to avoid the negative impact of the new consumption tax policy, improve liquor profit margins, have launched high-end brands, turned to compete for high-end wine market, which has become the current trend of liquor development. At present, the competitive pattern of high-end spirits in China may be divided into four camps: the two old brands Wuliangye and Maotai are in the first camp; the strong brands represented by Shuijingfang, alcoholic liquor, and national cellar 1573 are in the second camp; Xifeng Wine The second-strongest brands, such as Shed Wine, Dacheng Mingjiao Fine Collection, and Everlasting Life, are in the third camp; the fourth camp is the regional brand or motley army represented by SMEs. The number of high-end wine brands is the largest, and a considerable number of manufacturers have launched their own high-end brands. Famous and high-quality companies have high-quality product quality guarantees and heavy culture as a support, and the high-end wines are made with sound and color. Most of the high-end products of second-rate brands and small enterprises are mostly desolate.

High-grade wine must have 3 conditions: 1) product advantages. Including product quality, product personality and packaging, product value and price and winemaking environment, winemaking process, etc.; 2) brand value. Including brand image, brand culture, that is, product, packaging, culture, communication, promotion, value factors; 3) brand culture. Including corporate culture and humanistic spirit, aesthetic culture, wine culture and other cultural values. So, not all high-end wine packaging is to be done with gold and silver, but the author is not opposed to magnificent, but can not be artificially manipulated properly. Some people like simplicity. Simplicity is not the same as shabby. It does not mean that there is no decoration. It does not mean that it is not upscale. When Wang Chaowen visited the Three Gorges Stone, he said to the collector: "It is unique and precious." This is also the reason.

In general, high-quality wine brings together quality, long history, personalized brand features, and high-value enjoyment. It is a new product of cultural wine.