试论我国白酒包装设计艺术性的提升

Artistic Improvement in Packaging Design of Chinese Liquor

摘要:

白酒是中国酒文化的代表。在一定程度上，白酒可以看作是中国文化的象征物之一。但是，我国市场上大多数白酒包装仍然存在着包装设计艺术性不高的问题，主要体现在白酒包装设计样式陈旧、跟不上时代以及具有民族性却缺乏现代感两大方面。对我国白酒包装设计艺术性提升的思考主要着眼于简约的设计风格；书法艺术运用的匠心；版面设计的独特；包装色彩的格调等视觉审美因素。

Abstract:

Chinese Liquor is a representative of Chinese wine, which could be regarded as one symbol of Chinese culture in some degree. Nevertheless, the artistic level of packaging design of Chinese Liquor is still not very high. Two main problems were presented. One is that the packaging design style remains old, which can not keep up with the era; the other is that the packaging design of Chinese Liquor has our national character but lacks modern features. Four visual aspects including simple yet practical design style, the artistic use of Chinese Calligraphy, the particular design of layout, and the color style of packaging design were suggested for the artistic improvement in packaging design of Chinese Liquor.