“今缘春”SOD系列酒包装设计

发布时间：2018-04-20 15:03

本文选题：“今缘春”SOD系列酒 + 包装设计　；参考：《曲阜师范大学》2017年硕士论文

【摘要】：“今缘春”酒作为山东省滕州市的地方酒,在当地白酒市场上享有很高的盛誉,但是随着社会的发展,白酒市场竞争愈演愈烈,要想在激烈的竞争中占据一席之地,除了酒本身的品质之外,“今缘春”酒的包装设计也要符合大众的审美需求,体现其品牌特性,提升品牌文化辨识度。在“今缘春”酒多个系列中,SOD系列酒包装由于缺乏时代创新,不能突显其品牌特性,从而导致产品竞争力下降,因此“今缘春”SOD系列酒的包装设计需要进行更新。通过对SOD系列酒包装设计的升级,从包装具有实用效果、美观效果,逐步升华到关注消费者的使用感受,注重现代包装设计与当前的消费者心理变化之间的双向交流,在保持品牌文化的基础上打破现在白酒包装设计的趋同化,使SOD系列酒包装设计突出其地域文化,富有人性化魅力,从而提高“今缘春”SOD系列酒的知名度,使其在白酒市场中占有一席之位。文章共分为五大部分,第一部分介绍研究背景和意义及主要研究方法;第二部分阐述“今缘春”酒的发展历史及其品牌定位分析和生产工艺特点;第三部分通过对“今缘春”SOD系列酒现有包装设计的优劣及其竞品分析,探索“今缘春”SOD系列与同类竞品的不足之处,探索适合SOD系列酒包装的视觉元素与材料方面入手,对其进行设计升级;第四部分通过对视觉元素(色彩、图形、字体、版式)设计和材料分析完成对“今缘春”SOD系列酒包装设计;文章最后一部分为毕业设计展示。本论文力求通过对“今缘春”SOD系列酒包装设计升级,探讨地域文化特色在酒品包装设计中的应用。通过特色视觉符号的应用,从适应性、合理化角度来重新审视包装设计中的人文情怀与品牌重塑。
[Abstract]:As the local wine of Tengzhou City, Shandong Province, the "present Yuanchun" liquor enjoys a high reputation in the local liquor market, but with the development of society, the competition in the liquor market is becoming more and more intense, so it is necessary to occupy a place in the fierce competition. Besides the quality of the wine itself, the packaging design of the wine should also meet the aesthetic needs of the public, embody its brand characteristics, and enhance its brand culture identification. Due to the lack of innovation in the times, the packaging of sod series wine in many series of "present Yuanchun" wine can not highlight its brand characteristics, which leads to the decline of product competitiveness. Therefore, the packaging design of "present Yuanchun" SOD series wine needs to be updated. Through upgrading the packaging design of SOD series wine, the packaging has practical effect, beautiful effect, gradually sublimation to pay attention to the consumer's using feeling, pay attention to the two-way communication between the modern packaging design and the current consumer psychological change. On the basis of keeping the brand culture, it breaks the convergence of the packaging design of liquor, makes the packaging design of SOD series outstanding its regional culture, and has humanized charm, so as to improve the popularity of the SOD series wine of "this spring". So that it occupies a place in the liquor market. The article is divided into five parts: the first part introduces the research background, significance and main research methods, the second part describes the development history, brand positioning analysis and production process characteristics of the wine. In the third part, by analyzing the advantages and disadvantages of the present packaging design and the competing products of the SOD series wine, the author explores the deficiency of the SOD series and the similar competing products, and explores the visual elements and materials suitable for the SOD series wine packaging. In the fourth part, through the design and material analysis of the visual elements (color, graphics, font, typography), the packaging design of the SOD series wine is completed; the last part of the article is the graduation design display. This paper tries to explore the application of regional cultural characteristics in wine packaging design by upgrading the packaging design of SOD series wine. Through the application of characteristic visual symbols, the humanistic feelings and brand remodeling in packaging design are re-examined from the point of view of adaptability and rationalization.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TB482

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