The Application of Chinese Traditional Elements in Liquor Packaging Design

[Chinese Packaging Network News] Wine culture is a treasure of China's generation. China has a long history of wine making. It was formed as early as Zhou Dynasty, and it has been continuously enriched and developed after Han. From ancient times to the present, there are countless classic quatrains produced by literati and wine lovers, and it can be said that wine is closely related to Chinese traditional literature and art. With the advent of the era of commercialization, the packaging design of modern wines has gradually absorbed the essence of traditional art when it integrates the expressions of modern design. It integrates traditional culture with modern techniques and techniques to make it modern. People's aesthetic taste.

Liquor as a unique traditional liquor in China, its packaging and beer, red wine and other exotic products are very different, the traditional element design is also more common in white wine, rice wine packaging design. The traditional elements of wine packaging design summed up in the following aspects:

First, traditional colors

Among all the design elements, the first thing that draws people's attention is the color of the package. The color of the wine packaging design gives life to the packaging, making it more expressive and persuasive. The traditional colors in wine packaging are mostly red and yellow.

In traditional culture, red symbolizes celebration, auspiciousness, and happiness. This allegation originates from the earliest Spring Festival customs in ancient times. After the Ming and Qing Dynasties, the upper society and the people all used red to symbolize the jubilation. Since then, red has been established as a symbolic image of all the good, happy and celebrations in traditional culture. Today, red is the national color of China. As a traditional color, it has a very deep folk foundation. The portrait of red reflects the Chinese people's demand for traditional aesthetic psychology of being healthy, solid and shining. Red also symbolizes the beauty of masculinity, which is consistent with the fiery "character" of Chinese liquor. The attention to worldly life and the pursuit of joy, auspiciousness, and energetic life have enriched the red association and symbolic significance.

Yellow is also the traditional Chinese auspicious color. Yellow symbolizes land first, and its meaning is continuously deepened. The Chinese people's association to yellow is warm, bumpy, bright, mature, and contains lofty authority. The richness of the red and yellow colors and the symbolism of Jiqing are the reason why they are widely used in traditional alcohol packaging.

Second, the traditional graphics

Graphics is the main bearer of information on modern wine packaging design. In packaging design, graphics are rich in expressiveness. It provides products to consumers with intuitiveness and vividness. The traditional Chinese graphics originate from people's intuitive feelings about nature. The production of these figures is an image summarization of natural things. When traditional cultural elements are used to design a work, it usually consists of meaning and shape, and the ideographic nature of the figure is integrated into the decorative material. This can often accurately convey product information and visual effects to consumers.

Liquor packaging in the main traditional graphics to blue and white porcelain, Tamron, Chinese knots and other decorative symbols with auspicious meaning. Blue-and-white porcelain has a long history. Using this graphic design, it is a very good interpretation of traditional Chinese cultural elements. Dragon is a symbol of authority and auspiciousness in traditional culture. Tenglong patterns show peace and auspiciousness; while Chinese knots are peace and happiness in traditional culture. The best symbol of the representative. The application of these traditional patterns can convey to the consumers the cultural meaning of liquor in the first time. Through the graphic interpretation and application, the traditional Chinese culture can be displayed.

Third, text art

Chinese characters are valuable treasures of the history and culture of the Chinese nation. After several thousand years of development and evolution, they have passed through various forms such as Oracle, Daxu, Xiaoyan, Lishu, Shushu, running script and cursive script, and formed a unique calligraphy art. Therefore, the text itself represents the inheritance of traditional culture. Half of the names or trademarks of traditional wine packaging will be in calligraphy style. Calligraphy is a treasure of Chinese art and culture. The use of calligraphy to display the products makes the content more vivid, has an artistic conception, and adds cultural atmosphere to the text. It is full of unique personality.

Fourth, bottle material

In our country's traditional farming history and culture, the Chinese have formed a natural understanding of the packaging materials. Ceramic art, as a traditional art with a long history in China, is now widely used in wine packaging. Whether it is pottery or porcelain, whether it is celadon or white porcelain, it embodies the ancient Chinese superb manufacturing technology. After thousands of years of development, Chinese ceramics are colorful and varied.

However, with the rapid development of society, traditional ceramic wine ware can no longer meet the needs and aesthetic interests of modern people. Because people living in modern high-intensity, high-efficiency, high-risk, and high-competition environments are more eager to return to nature and return to tradition. The redesign of modern wine packaging using new technologies and new methods is also a sublimation of the modern packaging style of alcoholic beverages, and it is also a development of Chinese traditional wine culture. Therefore, according to modern aesthetic concepts, the use of modern processing techniques, the essence of the traditional ceramic modeling into the design of modern wine containers, so that this "return complex" can be demonstrated and implemented.

The traditional elements of modern wine packaging design, in addition to the above points, mainly bottle shape, bottle decoration and other aspects of application. Many bottle shape design, reference China's traditional jars, traditional architectural style; and bottle decoration, most of the packaging design uses a traditional pattern relief, bottle ears, satin rope binding and other elements. These traditional elements are somewhat different, but in the application, the choice of traditional elements mainly combines the cultural meaning of the elements themselves with the image of wine and conveys to consumers a complete brand and product image.

V. Conclusion

The renaissance of Chinese traditional culture has become a trend. Traditional cultural elements have become more and more closely related to the packaging design of modern wines. Combining traditional elements with modern aesthetic consciousness and integrating it into the packaging design of modern wines, it will revitalize new vitality. Not only will traditional art be sublimated, but it will also help establish the characteristics of the brand and enhance the quality of the products. More favored by consumers. However, while returning to traditions and revitalizing traditional elements, the design of alcoholic packaging should also be based on the concept of innovation, combining tradition with modernity, and allowing traditional culture and wine to exhibit new vitality.