The current situation and development of domestic liquor packaging design

Liquor is a traditional Chinese liquor and it is one of the six distilled spirits in the world. According to reliable records, liquor has a history of more than 1,000 years. Now in China, white wine is an indispensable mass drink in people's lives. According to incomplete statistics, the annual output of liquor in the country reaches 5 million tons. Therefore, the wine industry is an important national and local financial revenue. This shows that liquor has a certain life cycle.
Due to the long history of liquor brewing, liquor has precipitated an extremely profound traditional culture in the development of more than a thousand years. There is a new dynamic in the rationality of the existence of liquor: the physiological demand turns to psychological needs. This puts higher requirements on the wine's manufacturing process and the packaging of the wine. In other words, a liquor that wants to establish a good brand must rely on a cultural connotation that fits the mass consumer psychology as the cornerstone, and this culture is a clue. A series of integrated marketing activities such as product production, image positioning, and marketing strategies are launched to achieve the goal of occupying the market and creating brand names. Therefore, brand culture positioning must be clear and the content must be heavy in order to have a rich and stable social and psychological foundation in order to have a stable consumer group.
At present, the packaging of domestic liquor has certain limitations in terms of design: First, the use of color tones is basically fixed in the limited range of red, yellow, gold, white and black, which is basically determined by consumer consciousness. That is, consumers only agree with this set of colors. Although there are exceptions, they are not very successful in sales. For example, “Yingwang” wine produced by a winery in Gansu Province has adopted a large area of ​​black gold-rimmed borders. The screen printing and sanding process has enriched the effect of the layout. The entire design is luxurious and concise, and the design alone should be More successful works. However, people are disappointed in sales. Second, the lack of innovation in box-types is mainly limited to flip-top lids, heaven and earth lids, multilateral boxes, and book-type boxes. The novelty of a product in package modeling can make the expressed product attributes visible at a glance, thus creating consumer impulses for consumption. For example, the “Dian Xiao Er” produced by Anwei Jingzhong Group Brewing Co., Ltd. made a lot of efforts in the design of the box type: the exterior was designed as a small wine shop, the front window was opened, and the store’s small two enthusiastically sang and hung on the box. Above the "shop 2" flag fluttering. The bottle design is even more original: a small shop with a jar of wine is smiling. The harmony between the product name and the external packaging makes the product popular with consumers because of its witty and interesting cultural connotation and excellent quality. However, this type of successful product packaging design is still relatively small, the main reason for this situation is that there are fewer professional groups engaged in box-type design in the country, and packaging designers are both proficient in graphic design and familiar with the box-type design. Not much to see. The graphic design is often better, but the box type is not satisfactory, or the box type design is good, but the problem of mass production due to printing process and other reasons is very prominent. Third, the printing process is relatively backward. At present, the process of the printing industry in China is slow, and it has fallen behind the developed countries such as Japan, the United States, and Germany. A new printing process from the experimental stage to the creation of a longer period of time, especially in the Mainland. Such as gold card paper refraction, before the old process is more trouble, relying on the corrosion of copper plate to create pressure on the paper. 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, and sometimes the worker damages the quality of the machine in order to reduce the pressure. Now there is a new process in Jiangsu and Zhejiang that is more successful, that is, using a screen printing a "refraction ink", the effect is excellent, in fact, the key to this process is only a special ink. However, in the past two or three years after the use of Jiangsu and Zhejiang provinces, they only attracted attention in the Mainland. This shows that our printing companies have insufficient awareness of innovation and their concept is not new, so it is difficult to avoid falling behind. Fourth, there is a lack of systematicness in graphic design. Liquor manufacturers' considerations in sales will form high-, medium-, and low-end series products in the product structure. Under normal circumstances, high-end wine brands, images, mid-range, low-end wine profits, so the packaging design should pay attention to both the unity, but also pay attention to differences. In other words, it is necessary to enable consumers to shift the good impression of high-end wines to low-end wines and thus create loyalty to the brand, and it is impossible to make low-end wines destroy the image of high-end wines. For example, the “Jinliufu” wine produced by Yibin Wuliangye Group in Sichuan Province is a successful example. The product is made up of one star, two stars, three stars, four stars and five stars to form high, medium and low-grade wine. In the graphic design, the five grades of wine are divided into images of ancient invitations, conveying consumer information of warm invitations and good wishes to consumers. In the use of materials and printing technology to distinguish the product of each grade, so that the product of the coexistence of the coexistence and characteristics of the product, the unity and the difference in the same, and achieved good social and economic benefits, with a scientific marketing model, so that "gold The "Lioufu" series of wines set a miracle of becoming a well-known domestic brand in a short period of three or four years, and packaging design obviously contributed. However, other brands do not always pay attention to the unity of the series packaging. Many wineries are confused about the packaging design and the use of the brand. In the long run, even bigger and stronger brands will decline in the short term and become the funeral products of the market economy. Fifth, the unity of package design and product attributes. The packaging should first speak around the product and cannot run counter to the product's attributes. The positioning on the broad appeals confirms the target consumer group of the product. Therefore, products, promotional advertising products, sales strategies, and its packaging have to be subordinated to this appeal point. From the aspect of packaging design, it is necessary to develop ideas around the established appeal points. And idea layout. If the design is inconsistent with the pre-defined sales point of the product, it will inevitably lead to confusion in consumer awareness. In other words, consumers will not find the reason to drink your wine. "Confucius House Wine" is more suitable for visiting relatives and friends, "Tiger Buddies" wine is suitable for friends, "Jin Liufu" wine is suitable for gifts, "Quanxingxingjiu" is suitable for banquets, etc. This is the truth. Sixth, it is necessary to strengthen communication and communication with customers.
At present, many designers have a very painful place, that is, the customer's forced participation in the design process. Originally, the customer's participation was very beneficial to the finalization of the company and winning orders, but if the customer does not have a bit of advertising quality, then it would be a disaster for the designers to say that this business will become a disaster and make him suffer. In order to win business orders, most of the design companies or designers will be overwhelmed by the customer's unprofessional opinions and make painful costs. Therefore, it is very important to communicate and communicate with customers before designing packaging. . In other words, while you are serving customers, you have to guide customers and explain to them the reasons for your design and performance, and thus get the customer's recognition and respect.
At present, the ability to sell oneself and convince others has become a compulsory course for designers. When you and your customers reach a consensus on the concept of product packaging design, then in the future cooperation can be more efficient and cooperative.
In summary, the liquor packaging on the market is currently confusing, the overall design level is not high, and there are few visual effects and market effects. In the design, there are few considerations that are beneficial to marketing, and more is to consider the plane composition, color matching, etc., while ignoring the brand attributes and counter effects. The ultimate goal of a wrapper piece of work is to serve the sale of the product. If this package does not play a role in the sale of the product or even hinder sales, even if it won the international award, it is a failure works. Liquor consumer market is now at a critical period and sales are shrinking year by year. Unscientific drinking, fake and inferior liquor and other health reasons make young people in the new era more and more inclined to red wine, fruit wine or sweet wine. Promoting science and controlling alcohol consumption while developing green liquor is very important for increasing consumer groups. Packaging design should play an obvious role in this aspect. In addition, most wineries usually distinguish between high, medium, and low-end products by using stars. One-star wine is designed with a star pattern on the packaging, and two stars use two stars..... By analogy, on the surface, doing so is conducive to differentiating product grades. In fact, it does not seek consumer psychology to act. To give a simple example: If I want to buy wine and gifts, buy five stars economically, buy one or two stars. Also feel no face - above there are obvious stars to distinguish grades, the result had to choose another gift. In fact, the box can be designed into different shapes to distinguish the grade of the wine, which can help distributors distribute goods without harming the consumer's self-esteem. This shows that understanding the psychology of consumers is very important for designers.
The 21st century is an era of rapid development and transformation of science and technology. Human ideology, consumption habits, and lifestyle are in a period of rupture. Therefore, keeping pace with the times, catering to consumer habits, studying consumer psychology, and guiding consumer advocates are both pursuits and tasks for our vast number of designers. Social psychology, public relations, marketing, and even political economy, the guiding role of design can not be ignored. Therefore, strengthening the self-cultivation of the designer's own cultural qualities is the primary prerequisite for improving the level of packaging design. In the millennium that is full of opportunities and challenges, the vast majority of packaging designers have been able to self-discipline with the consciousness of Confucianism “not close to the abyss and prostrate without walking on thin ice”. The liquor packaging design has reached a new level. The height is just around the corner.

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