本文選題：“今緣春”SOD系列酒 + 包裝設(shè)計�。� 參考：《曲阜師范大學(xué)》2017年碩士論文

【摘要】：“今緣春”酒作為山東省滕州市的地方酒,在當(dāng)?shù)匕拙剖袌錾舷碛泻芨叩氖⒆u,但是隨著社會的發(fā)展,白酒市場競爭愈演愈烈,要想在激烈的競爭中占據(jù)一席之地,除了酒本身的品質(zhì)之外,“今緣春”酒的包裝設(shè)計也要符合大眾的審美需求,體現(xiàn)其品牌特性,提升品牌文化辨識度。在“今緣春”酒多個系列中,SOD系列酒包裝由于缺乏時代創(chuàng)新,不能突顯其品牌特性,從而導(dǎo)致產(chǎn)品競爭力下降,因此“今緣春”SOD系列酒的包裝設(shè)計需要進行更新。通過對SOD系列酒包裝設(shè)計的升級,從包裝具有實用效果、美觀效果,逐步升華到關(guān)注消費者的使用感受,注重現(xiàn)代包裝設(shè)計與當(dāng)前的消費者心理變化之間的雙向交流,在保持品牌文化的基礎(chǔ)上打破現(xiàn)在白酒包裝設(shè)計的趨同化,使SOD系列酒包裝設(shè)計突出其地域文化,富有人性化魅力,從而提高“今緣春”SOD系列酒的知名度,使其在白酒市場中占有一席之位。文章共分為五大部分,第一部分介紹研究背景和意義及主要研究方法;第二部分闡述“今緣春”酒的發(fā)展歷史及其品牌定位分析和生產(chǎn)工藝特點;第三部分通過對“今緣春”SOD系列酒現(xiàn)有包裝設(shè)計的優(yōu)劣及其競品分析,探索“今緣春”SOD系列與同類競品的不足之處,探索適合SOD系列酒包裝的視覺元素與材料方面入手,對其進行設(shè)計升級;第四部分通過對視覺元素(色彩、圖形、字體、版式)設(shè)計和材料分析完成對“今緣春”SOD系列酒包裝設(shè)計;文章最后一部分為畢業(yè)設(shè)計展示。本論文力求通過對“今緣春”SOD系列酒包裝設(shè)計升級,探討地域文化特色在酒品包裝設(shè)計中的應(yīng)用。通過特色視覺符號的應(yīng)用,從適應(yīng)性、合理化角度來重新審視包裝設(shè)計中的人文情懷與品牌重塑。
[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.
【學(xué)位授予單位】：曲阜師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：TB482

【參考文獻】

相關(guān)期刊論文 前4條

1 黃國鑫;;低碳設(shè)計理念下甘肅省土特產(chǎn)包裝設(shè)計構(gòu)想[J];中國包裝工業(yè);2015年23期

2 崔曉培;鄭曼曼;;色彩在白酒包裝設(shè)計中的情感傳達[J];釀酒科技;2015年02期

3 趙希崗;現(xiàn)代圖形設(shè)計與傳統(tǒng)圖案[J];裝飾;2003年04期

4 陳達強;談酒包裝裝潢設(shè)計的文化意味[J];包裝世界;2001年02期

相關(guān)碩士學(xué)位論文 前9條

1 范璐璐;白酒包裝與中國傳統(tǒng)元素結(jié)合的研究[D];沈陽師范大學(xué);2014年

2 冉旭;白酒包裝設(shè)計的適度性與必要性研究[D];重慶大學(xué);2014年

3 鄭騰;當(dāng)代白酒包裝色彩設(shè)計中的中國風(fēng)研究[D];南昌大學(xué);2013年

4 張滿菊;湘西民族文化元素在酒包裝設(shè)計中的應(yīng)用[D];湖南師范大學(xué);2013年

5 趙小芳;現(xiàn)代白酒酒標(biāo)的視覺語匯研究[D];湖南工業(yè)大學(xué);2010年

6 傅伯奇;淺談中國白酒的包裝設(shè)計[D];廈門大學(xué);2008年

7 張小藝;論中國白酒包裝設(shè)計的藝術(shù)特色[D];蘇州大學(xué);2007年

8 李麗華;多元構(gòu)成在酒包裝材質(zhì)設(shè)計中的應(yīng)用研究[D];重慶大學(xué);2007年

9 崔華春;酒包裝設(shè)計發(fā)展趨勢研究[D];江南大學(xué);2004年

，

本文編號：1778254