Application of the hottest traditional Chinese ele

Application of Chinese traditional elements in Baijiu packaging design

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core tip: wine culture is a treasure of our country. China's wine making has a long history, which has been formed as early as the Zhou Dynasty, and has been continuously enriched and developed since the Han Dynasty. From ancient times to the present, there are countless classic quatrains issued by literati and poets who borrow wine. It can be said that wine is closely related to traditional Chinese literature and art. With the advent of the commercialization era, the packaging design of modern wine has gradually absorbed the essence of traditional art when integrating the expression forms of modern design, and integrated and interpreted traditional culture with modern techniques and techniques, so as to make it conform to the aesthetic taste of modern people

[China Packaging News] wine culture is a treasure of our country. China has a long history of wine making, which has been formed as early as the Zhou Dynasty. After the year-on-year increase of 717% in the Han Dynasty, it has been continuously enriched and developed. From ancient times to the present, there are countless classic quatrains issued by literati and poets who borrow wine. It can be said that wine is closely related to traditional Chinese literature and art. With the advent of the commercialization era, the packaging design of modern wine has gradually absorbed the essence of traditional art when integrating the expression forms of modern design, and integrated and interpreted traditional culture with modern techniques and techniques, so as to make it conform to the aesthetic taste of modern people

as a unique traditional liquor in China, the packaging of Baijiu is naturally very different from that of imported products such as beer and red wine. Traditional element design is also commonly seen in the packaging design of Baijiu and yellow rice wine. The traditional elements in wine packaging design can be summarized as follows:

first, traditional color

among all design elements, the first thing that can attract people's attention is the color of packaging. The color in wine packaging design injects vitality into the packaging, making it more expressive and persuasive. The traditional colors in wine packaging are mostly red and yellow

in traditional culture, red means festivity, auspiciousness and happiness, which is mainly derived from the earliest spring festival custom in ancient times. After the Ming and Qing Dynasties, the upper class and the people used red as a symbol of festivity. Up to now, red has been established as a symbolic image of all auspicious, joyful and celebrations in traditional culture. Nowadays, red is the national color of China. As a traditional color, it has a deep folk foundation. The preference for red reflects the needs of Chinese people for the traditional aesthetic psychology of being vigorous, honest and brilliant. Red can also symbolize the beauty of masculinity with the internal local area or Internet connection of the enterprise, which is consistent with the fiery "character" of Chinese Baijiu. The attention to secular life and the pursuit of happy, auspicious and vibrant life enrich the associative category and symbolic significance of red

yellow is also a traditional auspicious color in China. Yellow first symbolized the land, and its implication has deepened since then. Chinese people associate yellow with warmth, harvest, brightness, maturity, and noble authority. The noble and auspicious meanings of red and yellow become the reason why they are widely used in traditional wine packaging

II. Traditional graphics

graphics are the main bearer of information in modern wine packaging design. In packaging design, graphics have rich expressiveness, which can greatly improve the testing effectiveness of products and recommend them to consumers with intuition and vividness. Chinese traditional graphics are derived from people's intuitive feelings about nature, and the production of these graphics is an image generalization of all things in nature. When using traditional cultural elements to design works, we often integrate the ideographic nature of graphics into decorative materials from meaning to form, which can often accurately convey product information and visual effects to consumers

the main traditional graphics in the packaging of Baijiu are blue and white porcelain, Tenglong, Chinese knot and other auspicious packaging. Some manufacturers are greedy to decorate graphics for the small and cheap purchase of such instruments. Blue and white porcelain has a long history. Using this graphic design, it well interprets the elements of Chinese traditional culture; The dragon is a symbol of authority and auspiciousness in traditional culture, and the dragon pattern symbolizes peace and auspiciousness; The Chinese knot is the best symbol of peace and happiness in traditional culture. The application of these traditional patterns can convey the cultural implication of Baijiu to consumers at the first time, and show Chinese traditional culture through the interpretation and application of graphics

III. character art

Chinese characters are the precious wealth of the history and culture of the Chinese nation. After thousands of years of development and evolution, through oracle bone inscriptions, large seal characters, small seal characters, official script, regular script, running script, cursive script and other forms, they have formed a unique calligraphy art. Therefore, the text itself is the representative of the inheritance of traditional culture. Half of the names or trademarks of traditional wine packaging will use calligraphy. Calligraphy is the treasure of Chinese character art and culture. The use of calligraphy art to display products makes the content more vivid, has artistic conception, adds the cultural heritage of text flavor, and makes it full of unique personality

IV. bottle material

in China's traditional farming history and culture, Chinese people have formed an understanding of the natural beauty of packaging materials. As a traditional art with a long history in China, ceramic art is also widely used in wine packaging. Whether pottery or porcelain, celadon or white porcelain, all reflect China's ancient and exquisite manufacturing technology. After thousands of years of development, Chinese ceramics are colorful and diverse

however, with the rapid development and reform of society, the traditional ceramic wine modeling can no longer meet the needs and aesthetic interests of modern people. Because people living in the modern environment of high intensity, high efficiency, high risk and high competition are more eager to return to nature and tradition. Now the redesign of modern wine packaging with new technology and new ways is also the sublimation of modern wine packaging style, and also the development of Chinese traditional wine culture. Therefore, according to modern aesthetic concepts, modern processing techniques can be used to integrate the essence of traditional ceramic modeling into the design of modern wine containers, so that this "return complex" can be highlighted and implemented

in addition to the above points, the traditional elements in modern wine packaging design mainly include bottle modeling, bottle decoration and other applications. Many Baijiu bottle shape designs refer to the style of China's traditional wine jars and traditional buildings; In terms of bottle decoration, most packaging designs use traditional embossed patterns, bottle ears, satin rope binding and other elements. These traditional elements are somewhat different, but in the application, the choice of traditional elements is mainly combined with the cultural implication of the element itself and the image of wine to convey a complete brand and product image to consumers

v. conclusion

the revival of Chinese traditional culture has become a trend, and the traditional cultural elements are more and more closely linked with the packaging design of modern wine. Combine traditional elements with modern aesthetic consciousness, and integrate them into the packaging design of modern wine to make it glow with new vitality, which not only sublimates the traditional art, but also helps to establish the characteristics of the brand, improve the quality of products, and make products more popular with consumers. However, while returning to tradition and reviving traditional elements, the design of wine packaging should also take innovation as the concept, combine tradition with modernity, and let traditional culture and wine show new vitality together