Current situation and development of packaging des

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Current situation and development of packaging design of domestic Baijiu Baijiu is a traditional liquor in China and one of the world's six major distilled spirits. According to reliable records, Baijiu has a history of more than 1000 years. Now in China, Baijiu is an indispensable public drink in people's life. According to incomplete statistics, the annual output of Baijiu in China reaches 5million tons, so the brewing industry is an important national and local financial revenue, which shows that Baijiu still has a certain life cycle

due to the long brewing history of Baijiu, Baijiu has precipitated a very deep traditional culture in the development of thousands of years. The rationality of the existence of Baijiu has a new dynamic: physiological needs turn to psychological needs. This puts forward higher requirements for the wine manufacturing process and wine packaging, that is to say, a Baijiu that wants to establish a good brand must rely on a certain cultural connotation attached to the public consumption psychology as the cornerstone, and take this culture as a clue to carry out a series of integrated marketing activities such as product production, image positioning, marketing strategy, etc., so as to achieve the purpose of occupying the market and creating a famous brand. Therefore, the brand culture positioning must be clear and the connotation must be profound, so as to have a rich and stable social psychological foundation and a stable consumer group

at present, the packaging of domestic Baijiu has certain limitations in terms of design: first, the use of hue [software operation] is basically fixed within the limited range of red, yellow, gold, white, black, etc., which is basically determined by the consumer consciousness, that is, the consumer group only recognizes this color system. Although there are exceptions, they are not very successful in sales. For example, the "* * king" wine produced by a distillery in Gansu Province, as a whole, uses a large area of black inlaid gold edge, and uses silk printing and sanding technology to enrich the layout effect. The whole design is luxurious, generous and concise. From the design point of view alone, it should be a more successful work. However, it is disappointing in sales. Second, there is a lack of innovation in the box type, mainly including the limited number of upper flip cover, heaven and earth cover, multilateral box, book type box, etc. The new and ingenious appearance of a product in packaging modeling can make the product attributes expressed clear at a glance, so as to make consumers have consumption impulse. For example, the "waiter" wine produced by Anwei Jingzhong group Brewing Co., Ltd. has made a lot of efforts in the box design: the shape is designed as a small wine shop, the front window is open, the waiter drinks enthusiastically on the box, and the "waiter" wine flag above the window flutters in the wind. The bottle design is more ingenious: a waiter with a wine world in his arms is smiling. The harmonious unity of product name and appearance packaging makes this product popular with consumers because of its humorous and interesting cultural connotation and excellent quality. However, such successful product packaging design is still relatively few in general. The main reason for this situation is that there are few professional groups engaged in box design in China, and few packaging designers are both proficient in graphic design and familiar with box design. Often, the graphic design is good but the box type is unsatisfactory, or the box type design is good but cannot be mass produced due to printing process and other reasons. Third, the printing process is relatively backward. At present, the process generation of China's printing industry is slow, lagging behind Japan, the United States, Germany and other developed countries. A new printing process needs a long cycle from the experimental stage to creating benefits, which is particularly prominent in the mainland. For example, the gold card paper is refracted. The old process was troublesome in the past, and it was formed by the pressure on the paper caused by the corrosion of the copper plate. This method is not guaranteed in terms of quality, because the pressure of the machine determines the quality of the refraction, and the greater the pressure, the greater the damage to the machine. Sometimes the quality is damaged in order to protect the machine and reduce the pressure. Now there is a new process that is more successful in Jiangsu and Zhejiang, that is, printing a "refractive ink" with silk, with excellent effect. In fact, the key to this process is just a special ink. However, it has been used in Jiangsu and Zhejiang provinces for nearly two or three years before it attracted attention in the mainland, which shows that our printing plants are not innovative enough and their concepts are not new, so it is inevitable that they will fall behind. Fourth, lack of systematicness in graphic design. The consideration of Baijiu producers in sales will form high, medium and low-grade series products in product structure. Under normal circumstances, high-grade liquor sets up brand and image, and middle-grade and low-grade liquor generates profits. Therefore, attention should be paid to both unity and differentiation in packaging design. That is to say, we should not only make consumers marry the good impression of high-grade wine to low-grade wine and thus generate loyalty to the brand, but also make low-grade wine destroy the image of high-grade wine. For example, the "Jinliufu" liquor produced by Sichuan Yibin Wuliangye Group is a successful example. The product forms high, medium and low-grade liquor with one star, two stars, three stars, four stars and five stars. In terms of graphic design, the five grades of wine are divided by the image of ancient invitation cards. It is better to choose the double space electronic universal experimental machine to convey warm invitations and good wishes to consumers. In terms of the use of materials and printing technology, different grades of products are distinguished, so that the product packaging harmony and characteristics coexist, unity and difference coexist, and good social and economic benefits have been achieved. In combination with the scientific marketing model, the "Jinliufu" series of wine has achieved a miracle of becoming a domestic well-known brand in just three or four years, and the packaging design has obviously contributed. However, not all other brands pay much attention to the unity of series packaging. Many wineries are confused in packaging design and brand application. In the long run, no matter how big the strong brands will decline in the short term, and become the favourites of the market economy. Fifth, the unity of packaging design and product attributes. Packaging should first focus on the product and not run counter to the attributes of the product. The positioning of advertising appeal determines the target consumer group of the product. Therefore, the product, promotional advertising products, sales strategy and its packaging must be subject to this appeal point. From the perspective of packaging design, it is necessary to develop creativity and design layout around the established appeal point. If the design is contrary to the pre-determined selling points of the product, it will inevitably lead to confusion of consumer awareness. In other words, consumers will not find a reason to drink your wine. "Confucius family wine" is more suitable for visiting relatives and friends, "iron brothers" wine is suitable for gathering friends, "Jinliufu" wine is suitable for gifts, "Quanxing wedding wine" is suitable for banquets, and so on. Sixth, we should strengthen the exchange and communication with customers

at present, many designers have a very painful place, that is, customers' forced participation in the design process. Originally, the customer's participation is very beneficial to the company's finalization and winning orders, but if the customer does not have a little advertising quality, it will become a disaster to the designer and make him suffer. In order to win the business order, the vast majority of design companies or designers will succumb to the unprofessional opinions of customers and be at a loss, and pay a heavy price for this. Therefore, before designing the packaging, it is very important to communicate with customers if the experimental objects are mainly large tonnage (above 10t). That is to say, while serving the customers, you should also guide the customers, explain your design reasons and expression methods to them, so as to get the recognition and respect of the customers

at present, the ability to sell yourself and persuade others has become a compulsory course for designers. When you and your customers reach a consensus on the product packaging design concept through efforts, you will get twice the result with half the effort and enjoy the cooperation in the future

to sum up, the packaging of Baijiu in the market is chaotic at present, the overall design level is not high, and there are few works with good visual effect and market effect. In the design, less consideration is given to the aspects conducive to marketing, more to the plane composition, color matching, etc., while ignoring the brand attribute and counter effect. The ultimate goal of a packaging work is to serve the sales of products. If the packaging does not play a role in the sales of products or even hinder the sales, even if it wins an international award, it will be a failed work. Baijiu consumption market is now in a critical period, with sales shrinking year by year. Unscientific drinking, fake Baijiu and other health reasons make young people in the new era more and more inclined to red wine, fruit wine or sweet wine. While developing green Baijiu, it is very important to advocate science and abstinence in drinking to increase consumer groups. Packaging design should play an obvious role in informing in this regard. In addition, most wineries usually distinguish high, middle and low-grade series products by star, that is, one star is designed on the package of one star wine, and two stars are designed on the package of two stars, By analogy, on the surface, this is good for distinguishing product grades. In fact, it doesn't pay attention to consumer psychology. For example, if I want to buy wine as a gift, I have financial difficulties in buying five-star wine, and I don't feel proud to buy one or two-star wine - there are obvious stars on it to distinguish grades, so I have to choose other gifts. In fact, the box can be designed into different shapes to distinguish the grade of wine, which can not only help dealers to distribute goods, but also won't hurt consumers' self-esteem. Thus, it is very important for designers to understand the psychology of consumers

The 21st century is an era of rapid development and transformation of science and technology. Human ideas, consumption habits and lifestyles are in a breaking period. Therefore, it is not only the pursuit but also the task for our designers to keep up with the pace of the times, cater to consumption habits, study consumption psychology and guide consumption ideas. Social psychology, public relations, marketing and even political economics play a more and more important role in guiding design. Therefore, strengthening the cultural quality of designers is the primary premise to improve the level of packaging design. In the Millennium full of opportunities and challenges, if the majority of packaging designers can self-discipline with the Confucian sense of "not facing the abyss but facing it, and not walking on thin ice but walking on it", it is just around the corner for Baijiu packaging design to reach a new height

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