走進(jìn)超市，你就會(huì)被品種繁多的品牌所沖擊：國(guó)家名牌、廠家名牌、老名牌、地方名牌、新名牌...琳瑯滿目。紅的、綠的、白的、黃的、黑的、金的，花花綠綠的強(qiáng)烈色彩刺激著消費(fèi)者，再加上高的、矮的、胖的、瘦的各式各樣的包裝盒子，整整齊齊的排對(duì)列陣。酒與包裝設(shè)計(jì)文化，在幾千年的發(fā)展史上，是兩個(gè)互相融合的互動(dòng)產(chǎn)業(yè)，相互促進(jìn)，結(jié)伴發(fā)展，相映生輝，酒是產(chǎn)品，包裝后成為商品，進(jìn)入流通領(lǐng)域。這些包裝都各有各的特點(diǎn)和“氣派”，其中不乏漂亮大方出類拔萃的，尤其是名牌酒瓶的樣子，透明的玻璃質(zhì)地，陶釉的光彩照人，粗粗動(dòng)人的“身段”造型更是藏而不露，“深閨待字”。

     Go to the supermarket, you will be a great variety of brand impact: a national brand and localbrand, manufacturer brand, old brand, brand new... Red, green, white, yellow, black, gold,strong color colorful stimulate consumers, coupled with the high, short, fat, thin all kinds ofpackaging boxes, neat rows of array. Wine packaging design and culture, in several thousand years of history, is the two merging the interactive industry, promote each other, togetherdevelopment, Xiangying Shenghui, wine products, packaging become commodities, entered the circulation field. These packing are all have their own characteristics and "air", including many beautiful and generous outstanding, especially brand-name bottle of appearance,transparent glass quality of a material, ceramic glaze glamorous, thick touching "figure" model is more subtle, "Daizi chaste".

　隨著市場(chǎng)開(kāi)放繁榮，優(yōu)質(zhì)產(chǎn)品比比皆是，但也有的魚(yú)目混珠，給百姓造成種種危害及人身安全的現(xiàn)象也時(shí)有發(fā)生，使消費(fèi)者常常心有余悸，對(duì)新產(chǎn)品、生疏產(chǎn)品望而生畏，不敢問(wèn)津。包裝并非以華取寵為勝，在市場(chǎng)競(jìng)爭(zhēng)中，應(yīng)本著實(shí)事求是的精神，是何級(jí)酒質(zhì)的酒，包裝設(shè)計(jì)就應(yīng)該反映出同級(jí)別的檔次，不能魚(yú)目混珠。一般來(lái)講，可分禮品、高、中、低四個(gè)檔次包裝為妥。要有個(gè)性有特點(diǎn)，要喝酒內(nèi)質(zhì)統(tǒng)一起來(lái)，有利于消費(fèi)者明確的選擇，也有利于廠家和銷售代理商確定銷售地區(qū)、地點(diǎn)和銷售對(duì)象。

With the opening of the market prosperity, quality products can be found everywhere, but also some fish, cause all sorts of harm and personal safety to the people have also occurred frequently, so that consumers often fear, for new products, new products of daunting,prohibitive. Packaging is not to China for favorite wins, in market competition, should be in line with the spirit of seeking truth from facts, which level is the wine, packaging design shouldreflect the other class, not fish. Generally speaking, can be divided into gifts, high, medium and low grade four for appropriate packaging. To have individual character characteristic,want to drink to unify, help consumers clear choice, but also conducive to the manufacturers and sales agents to determine the sales area, the place and the sales target.

     一個(gè)釀酒企業(yè)，要在市場(chǎng)上站住腳，必須爭(zhēng)創(chuàng)名牌，站在企業(yè)文化的高度，狠抓酒的內(nèi)質(zhì)和酒瓶造型及包裝設(shè)計(jì)，搞出自己的名堂出來(lái)，獨(dú)樹(shù)一幟。摹仿、追“星”都是沒(méi)有出路的。只有創(chuàng)新，才能“獨(dú)標(biāo)高格”。在思想感情上，在文化素質(zhì)上、要占上風(fēng)，站得高、方能看得遠(yuǎn)，出品也就不凡。產(chǎn)品在市場(chǎng)上會(huì)經(jīng)久不衰，立于不敗之地。關(guān)于酒瓶現(xiàn)今市場(chǎng)上分為兩大類，一位玻璃瓶，以為陶瓷瓶，就材質(zhì)而言，前者是透明、晶瑩照人、華麗高檔；后者釉色可人，高貴典雅。但由于造型不同，會(huì)產(chǎn)生出格調(diào)高雅、富麗、豪華、粗獷，精細(xì)、樸素、敦厚、玲瓏、笨拙等各種感覺(jué)。消費(fèi)者對(duì)此就有好、壞、美、丑的評(píng)價(jià)。有時(shí)還附加對(duì)酒廠企業(yè)文化素質(zhì)的貶褒。然而不少舊廠出品的酒，牌子不同，可瓶子確是一模一樣，你裝我灌，貼上標(biāo)簽就出廠。這種沒(méi)有創(chuàng)牌子的思想，沒(méi)有知識(shí)產(chǎn)權(quán)意識(shí)，沒(méi)有專利登記的包裝容器，泛濫成災(zāi)。難怪這些產(chǎn)品市場(chǎng)打不開(kāi)，效益低下，其癥結(jié)之所在，是根本沒(méi)有打算創(chuàng)牌子。

       A wine company, gained a foothold in the market, must create famous brand, stand in the height of the enterprise culture, endoplasmic reticulum and bottle shape and packaging design, wine, come up with their own names, unique. Imitation, chasing the "Star" has no way out. Only innovation can "alone elevation grid". In the thoughts and feelings, in the cultural quality, and to prevail, HISTEP, can see far, produced is uncommon. Products will beenduring in the market, in an invincible position. On the bottle on the market today are divided into two categories, a glass bottle, think ceramic bottle, material is concerned, the former is transparent, glittering and translucent as people luxuriant high-grade; the latter isgraceful, elegant. But due to the different modelling, produce elegant style richly luxurious straightforward, fine, simple, honest and sincere, exquisite clumsy and other sensory.Consumers will have good and bad, beauty and ugliness. Sometimes additional distillery enterprise culture quality demoted praise. However, many old factory produced wine brand is different, it is exactly the same, you hold my irrigation, label factory. This not chuangpaizi thought, no consciousness of intellectual property, not the patent registration packagingcontainers, overrun. It is no wonder that the product market is not open, benefit is low, the crux is, is no intention to create brand.

　　 酒的銷售范圍廣泛，而我國(guó)優(yōu)質(zhì)酒產(chǎn)地多在水質(zhì)優(yōu)良的山區(qū)，貴州茅臺(tái)、瀘州老窖、山西汾酒、鳳祥西鳯，三峽的三峽醇等，都是老窖名泉。酒包裝一定要有個(gè)性特色和產(chǎn)地特點(diǎn)。不少包裝看不出產(chǎn)地，或者不明顯，體現(xiàn)不了當(dāng)?shù)鼐频奈幕瘍?nèi)涵。一律的幾何圖形，塊面分割，或著金板紙加品名，這種形式也無(wú)可厚非，但缺少了自身產(chǎn)地的特點(diǎn)，這種包裝多了，也就沒(méi)有自己的牌子了，被無(wú)特點(diǎn)的海所淹沒(méi)，這個(gè)牌子，乃至這個(gè)廠也就隨之消失。只有越具有個(gè)性化、地方化、民族化、人性化的包裝才更國(guó)際化，才能被世人所認(rèn)同。汾酒盒上有杏花村，景陽(yáng)崗酒的武松打虎，宋河糧液上的清明上河圖，三峽醇包裝上的長(zhǎng)江三峽圖，皆有畫(huà)龍點(diǎn)睛之妙。茅臺(tái)酒沿用的是老包裝，一兩百年，是習(xí)慣性包裝，名牌包裝設(shè)計(jì)，它的包裝本身就具有地方特色，反映出了山區(qū)人的樸實(shí)豪放性格。況且人類正跨入一個(gè)全球溝通和全球競(jìng)爭(zhēng)的時(shí)代。人類物質(zhì)生產(chǎn)和精神生產(chǎn)都具有很強(qiáng)的世界性，日益向國(guó)際化發(fā)展。商店的酒柜上，洋酒和國(guó)酒并駕齊驅(qū)，在一條競(jìng)爭(zhēng)線上，琳瑯滿目，爭(zhēng)相斗艷。富麗堂皇和樸素大方皆為多數(shù)人所喜愛(ài)。牡丹：雍容華貴、顏色艷麗、光彩照人，歷來(lái)被譽(yù)為富貴吉祥的象征。梅花：傲雪迎春，生機(jī)盎然，乃人格之象征。蘭花：幽香清遠(yuǎn)，葉態(tài)優(yōu)美動(dòng)人，花素潔。荷花：純潔優(yōu)美，端莊素雅，乃瑞祥之象征。以上舉幾種花為例，說(shuō)明對(duì)美的不同贊譽(yù)，各有各的風(fēng)度，各有各的長(zhǎng)處和特點(diǎn)，接受到不同層次人的喜愛(ài)。酒瓶的造型，包裝盒的設(shè)計(jì)，有富貴堂皇、雍容華貴之追求，也有淡雅樸素之寫(xiě)造，如花，如人，性格使然。有的構(gòu)圖設(shè)色恰到好處，“淡妝濃抹總相宜”，舒服得很。但有的華麗、高貴有些過(guò)分，象丑婦人濃妝艷抹一樣，鱉曲、難受。很多人喜歡樸素，樸素不等于寒酸，也不等于無(wú)裝飾，更不等于不高檔。象花卉一樣，有人喜愛(ài)梅，有人喜蘭，有人鐘情于牡丹，也有人以荷花為友，皆取決于欣賞者的嗜好，不能一概而論，正是“百花齊放”之本意。但也不是所有的好酒，高檔酒的包裝皆要金玉其身，非華麗不能體現(xiàn)出出身名門(mén)，茅臺(tái)、鬼酒可謂高檔，也未見(jiàn)朱翠纏身，可一些非高品質(zhì)酒，卻偏偏金銀包裹，象暴發(fā)戶一樣，裘皮加身，首飾戴滿，耳上吊的，項(xiàng)上圍的，自認(rèn)其富貴、實(shí)則庸俗不堪，何美之有？我不反對(duì)富麗堂皇，但要處置得當(dāng)，不可矯揉造作，真正體現(xiàn)出富麗堂皇的樣子來(lái)。

     Wine sales in China a wide range, and high quality wine producing area in the mountainous area water quality more excellent, Guizhou Maotai, Luzhou, Shanxi Fenjiu, Feng Xiang XiFeng, the Three Gorges of the Three Gorges alcohol etc., are aged pits of spring. Wine packaging must have the characteristics of personality characteristics and origin. A lot ofpackaging can not see the origin, or is not obvious, reflect the local wine culture. All the geometric figure, a face segmentation, or a gold plate paper and name, this form is understandable, but lack the characteristics of its origin, the packing, also does not have its own brand, submerged, was no sea this brand, and even the factory also with disappear.Only the more personalized, localization, nationalization, humanized packaging is moreinternational, to be recognized. Xinghuacun Fenjiu box, Jing Yanggang liquor Wu Song killing the tiger, Song River grain fluid on the Qingming Festival, the Three Gorges of the Yangtze River Three Gorges alcohol packaging, have reconciled. Maotai is used in the old packaging,one hundred or two hundred years, is the habit of packaging, brand packaging design, the packaging itself with local characteristics reflect the mountain people Haofang simplecharacter. Besides humans are entering a global communication and the era of global competition. Human material production and spiritual production has strong worldwide,increasingly to internationalization development. The store wine, wine and wine together, arein a race, and competing Doo yan.

Gorgeous and simple and easy all for most people love. Peony: elegant, gorgeous color and radiant, has long been known as the symbol of wealth and good fortune. The Ao Xue plum:spring, full of vitality, but the personality of the symbol. Orchid fragrance Qingyuan, leaf statebeautiful flowers Mazumdar. Lotus: pure beautiful, dignified and simple but elegant, is the symbol of ruixiang. Above a few flowers as an example to illustrate the different recognition of beauty, each have their own style, each have each advantages and characteristics, accept into different levels of people love. The bottle shape, the design of the packing box, the pursuit of wealth and magnificence of the elegant, also have quietly elegant, simple writing,such as flower, such as people, by nature. Some composition and proper, "weak makeup thick total affordable, very comfortable. But some gorgeous and noble excessive makeup likeugly woman, how to eat soft shelled turtle song, sad. Many people like simple, simple is not equal to the poor, does not mean no decoration, more is not equal to not high-grade. Likeflowers, some people like the plum, someone Xilan, someone interested in peony, also some people with lotus as friend, all depends on the viewer's hobby, cannot treat as the same, it is"let a hundred flowers bloom" of the original idea. But not all of the good wine, high-grade wine packaging are to the body and non gorgeous, cannot reflect the highborn, Maotai, ghost wine is high-grade, also did not see Zhu Cui ridden, but some the high quality wine, but gold and silver package, like a nouveau riche, fur and as the body, jewelry Dai Man, ear commit suicide by hanging. Study on the circumference of the rich, in fact, admission is extremely low,what is beauty? I do not oppose the magnificent, but to dispose of properly, not artificial, truly reflects the magnificent appearance.

    大約在八十年代初，宜昌市包裝設(shè)計(jì)人員已設(shè)計(jì)了卵石型酒瓶造型，使用卵石翻模，用陶燒制的，在三分之一處切割成蓋，連酒瓶口也在蓋內(nèi)，封合后即一完整卵石，光滑，尚有石紋，加酒標(biāo)封口，投放市場(chǎng)后頗受歡迎。因它的樸素?zé)o華，藝趣天成，曾獲省級(jí)包裝設(shè)計(jì)獎(jiǎng)。三峽石被譽(yù)為奇石，形態(tài)自然，其紋理灑脫。王朝文在宜昌觀三峽石時(shí)對(duì)收藏家說(shuō)：“得天獨(dú)厚，貴在自然。”好就好在貴在自然，奇在自然。大比后設(shè)計(jì)的卵石形酒瓶者要早十來(lái)年。以后又陸續(xù)用原物翻制了竹形瓶、筍椿瓶、葫蘆瓶等，皆自然形態(tài)，并不以堂皇華麗取勝，而是平白如話，淡雅出奇，多為愛(ài)好者所收藏。之后市場(chǎng)上又出現(xiàn)了仿制編鐘瓶、鼎形瓶、臉譜形瓶，啤酒桶形瓶、麻袋形瓶、魚(yú)形瓶，人體形瓶等。酒瓶造型越來(lái)越多，歸根到底，求得是市場(chǎng)。他們莊重、樸拙、不著以過(guò)多的雕鑿和粉飾，因而空間很大。而珠光寶氣、金玉其身，往往因裝飾不當(dāng)，適得其反，購(gòu)者寥寥，甚至望而卻步。固然樸素不是唯一美的標(biāo)準(zhǔn)，幾種花例已經(jīng)說(shuō)明。但酒包裝是商品，不是純藝術(shù)品，它具有文化的內(nèi)涵，是藝術(shù)的載體，酒包裝裝潢設(shè)計(jì)是經(jīng)濟(jì)時(shí)代的一個(gè)窗口，應(yīng)具有鮮明的時(shí)代感，市場(chǎng)感，具有現(xiàn)代人的文化品位。

     At about eighty in the early 1990s, Yichang packaging designers have designed a cobble shaped bottle shape, pebbles used mold, ceramic firing, the 1/3 cut to cover, even the winebottle is on the cover, sealing is a pebble, smooth, there are stone, plus the label sealing,popular is put on the market. Because of its simplicity, Art Fun Tiancheng, won the provincialpackaging design awards. The Three Gorges stone known as the stone, natural form, its texture and. Wang Zhaowen said to collectors in Yichang view the Three Gorges stone: "Blessed is the natural." It is good because it is natural, singular in nature. After the design oflarge pebble shaped bottles to ten early next year. After being with the original reproducedthe bamboo shaped bottle, bottle, bottle gourd, bamboo pile, all natural form, is not to win butas Regal, plain, elegant and surprisingly, many lovers collection. After the market and the emergence of imitation bells bottle, tripod shaped bottle, Facebook shaped bottle, beer barrelshaped bottle, bag shaped bottle, fish shaped bottle, human shaped bottle etc.. The bottleshape more and more, in the final analysis, the market. Stately, sincere, not too much carvingand decoration, so the space is very large. And jewels, Jin Yuqi body, often due to improperdecoration, backfire, purchase only, even flinch. Although simple is not the only standard of beauty, a few flowers were explained. But the wine packaging is commodity, not pure art, it has the cultural connotation, is the carrier of art, of wine packaging decoration design is a window of economic times, we should have a clear sense of the times, markets, with modern culture grade.

　　有銷售力的酒包裝設(shè)計(jì)總結(jié)：1、是酒的包裝設(shè)計(jì)一定要考慮大多數(shù)人的利益，再用材、用料、制作工藝上要講究實(shí)惠、實(shí)用性；3、酒包裝設(shè)計(jì)風(fēng)格必須具有民族性，地域性，獨(dú)特性才會(huì)具有鮮明的個(gè)性；2、是酒的裝潢設(shè)計(jì)要考慮在市場(chǎng)展銷中完美的貨架展示性、強(qiáng)烈的藝術(shù)感染性、新穎性、凝聚性和在同類商品中的競(jìng)爭(zhēng)性。不論是“大巧謝雕琢”也好，或是“寄至味于淡泊”也好，都不能脫離深厚的文化積淀，離不開(kāi)酒的內(nèi)在品質(zhì)。4、是酒包裝裝潢設(shè)計(jì)一定要與酒的質(zhì)量、價(jià)格檔次形成一致，達(dá)到同步性，任何名不符實(shí)的過(guò)分包裝、虛假包裝、欺騙性包裝和欠缺性包裝都會(huì)給生產(chǎn)企業(yè)帶來(lái)巨大損失；

     The sales force of wine packaging design summary: 1, must consider the interests of the majority of the wine package design, and materials, materials, production process should pay attention to affordable, practical; 3, liquor packaging design style must have national, regional,uniqueness will have a bright personality; 2, is the decoration design should be considered in the market of wine perfect exhibition display shelves, the strong artistic, novel, coherence andsimilar goods in the competition. Whether it is "Qiao Xie carve" or, or "sent to taste real or can not be divorced from the profound cultural accumulation, the inherent quality is inseparable from the wine. 4, is the wine packaging design must and wine quality, price level to form consistent, achieve synchronization, any false excessive packaging, packaging, packaging andlack of false deceptive packaging will bring huge losses to the production enterprises;