走进超市，你就会被品种繁多的品牌所冲击：国家名牌、厂家名牌、老名牌、地方名牌、新名牌...琳琅满目。红的、绿的、白的、黄的、黑的、金的，花花绿绿的强烈色彩刺激着消费者，再加上高的、矮的、胖的、瘦的各式各样的包装盒子，整整齐齐的排对列阵。酒与包装设计文化，在几千年的发展史上，是两个互相融合的互动产业，相互促进，结伴发展，相映生辉，酒是产品，包装后成为商品，进入流通领域。这些包装都各有各的特点和“气派”，其中不乏漂亮大方出类拔萃的，尤其是名牌酒瓶的样子，透明的玻璃质地，陶釉的光彩照人，粗粗动人的“身段”造型更是藏而不露，“深闺待字”。

     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".

　随着市场开放繁荣，优质产品比比皆是，但也有的鱼目混珠，给百姓造成种种危害及人身安全的现象也时有发生，使消费者常常心有余悸，对新产品、生疏产品望而生畏，不敢问津。包装并非以华取宠为胜，在市场竞争中，应本着实事求是的精神，是何级酒质的酒，包装设计就应该反映出同级别的档次，不能鱼目混珠。一般来讲，可分礼品、高、中、低四个档次包装为妥。要有个性有特点，要喝酒内质统一起来，有利于消费者明确的选择，也有利于厂家和销售代理商确定销售地区、地点和销售对象。

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.

     一个酿酒企业，要在市场上站住脚，必须争创名牌，站在企业文化的高度，狠抓酒的内质和酒瓶造型及包装设计，搞出自己的名堂出来，独树一帜。摹仿、追“星”都是没有出路的。只有创新，才能“独标高格”。在思想感情上，在文化素质上、要占上风，站得高、方能看得远，出品也就不凡。产品在市场上会经久不衰，立于不败之地。关于酒瓶现今市场上分为两大类，一位玻璃瓶，以为陶瓷瓶，就材质而言，前者是透明、晶莹照人、华丽高档；后者釉色可人，高贵典雅。但由于造型不同，会产生出格调高雅、富丽、豪华、粗犷，精细、朴素、敦厚、玲珑、笨拙等各种感觉。消费者对此就有好、坏、美、丑的评价。有时还附加对酒厂企业文化素质的贬褒。然而不少旧厂出品的酒，牌子不同，可瓶子确是一模一样，你装我灌，贴上标签就出厂。这种没有创牌子的思想，没有知识产权意识，没有专利登记的包装容器，泛滥成灾。难怪这些产品市场打不开，效益低下，其症结之所在，是根本没有打算创牌子。

       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.

　　 酒的销售范围广泛，而我国优质酒产地多在水质优良的山区，贵州茅台、泸州老窖、山西汾酒、凤祥西鳯，三峡的三峡醇等，都是老窖名泉。酒包装一定要有个性特色和产地特点。不少包装看不出产地，或者不明显，体现不了当地酒的文化内涵。一律的几何图形，块面分割，或着金板纸加品名，这种形式也无可厚非，但缺少了自身产地的特点，这种包装多了，也就没有自己的牌子了，被无特点的海所淹没，这个牌子，乃至这个厂也就随之消失。只有越具有个性化、地方化、民族化、人性化的包装才更国际化，才能被世人所认同。汾酒盒上有杏花村，景阳岗酒的武松打虎，宋河粮液上的清明上河图，三峡醇包装上的长江三峡图，皆有画龙点睛之妙。茅台酒沿用的是老包装，一两百年，是习惯性包装，名牌包装设计，它的包装本身就具有地方特色，反映出了山区人的朴实豪放性格。况且人类正跨入一个全球沟通和全球竞争的时代。人类物质生产和精神生产都具有很强的世界性，日益向国际化发展。商店的酒柜上，洋酒和国酒并驾齐驱，在一条竞争线上，琳琅满目，争相斗艳。富丽堂皇和朴素大方皆为多数人所喜爱。牡丹：雍容华贵、颜色艳丽、光彩照人，历来被誉为富贵吉祥的象征。梅花：傲雪迎春，生机盎然，乃人格之象征。兰花：幽香清远，叶态优美动人，花素洁。荷花：纯洁优美，端庄素雅，乃瑞祥之象征。以上举几种花为例，说明对美的不同赞誉，各有各的风度，各有各的长处和特点，接受到不同层次人的喜爱。酒瓶的造型，包装盒的设计，有富贵堂皇、雍容华贵之追求，也有淡雅朴素之写造，如花，如人，性格使然。有的构图设色恰到好处，“淡妆浓抹总相宜”，舒服得很。但有的华丽、高贵有些过分，象丑妇人浓妆艳抹一样，鳖曲、难受。很多人喜欢朴素，朴素不等于寒酸，也不等于无装饰，更不等于不高档。象花卉一样，有人喜爱梅，有人喜兰，有人钟情于牡丹，也有人以荷花为友，皆取决于欣赏者的嗜好，不能一概而论，正是“百花齐放”之本意。但也不是所有的好酒，高档酒的包装皆要金玉其身，非华丽不能体现出出身名门，茅台、鬼酒可谓高档，也未见朱翠缠身，可一些非高品质酒，却偏偏金银包裹，象暴发户一样，裘皮加身，首饰戴满，耳上吊的，项上围的，自认其富贵、实则庸俗不堪，何美之有？我不反对富丽堂皇，但要处置得当，不可矫揉造作，真正体现出富丽堂皇的样子来。

     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.

    大约在八十年代初，宜昌市包装设计人员已设计了卵石型酒瓶造型，使用卵石翻模，用陶烧制的，在三分之一处切割成盖，连酒瓶口也在盖内，封合后即一完整卵石，光滑，尚有石纹，加酒标封口，投放市场后颇受欢迎。因它的朴素无华，艺趣天成，曾获省级包装设计奖。三峡石被誉为奇石，形态自然，其纹理洒脱。王朝文在宜昌观三峡石时对收藏家说：“得天独厚，贵在自然。”好就好在贵在自然，奇在自然。大比后设计的卵石形酒瓶者要早十来年。以后又陆续用原物翻制了竹形瓶、笋椿瓶、葫芦瓶等，皆自然形态，并不以堂皇华丽取胜，而是平白如话，淡雅出奇，多为爱好者所收藏。之后市场上又出现了仿制编钟瓶、鼎形瓶、脸谱形瓶，啤酒桶形瓶、麻袋形瓶、鱼形瓶，人体形瓶等。酒瓶造型越来越多，归根到底，求得是市场。他们庄重、朴拙、不着以过多的雕凿和粉饰，因而空间很大。而珠光宝气、金玉其身，往往因装饰不当，适得其反，购者寥寥，甚至望而却步。固然朴素不是唯一美的标准，几种花例已经说明。但酒包装是商品，不是纯艺术品，它具有文化的内涵，是艺术的载体，酒包装装潢设计是经济时代的一个窗口，应具有鲜明的时代感，市场感，具有现代人的文化品位。

     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.

　　有销售力的酒包装设计总结：1、是酒的包装设计一定要考虑大多数人的利益，再用材、用料、制作工艺上要讲究实惠、实用性；3、酒包装设计风格必须具有民族性，地域性，独特性才会具有鲜明的个性；2、是酒的装潢设计要考虑在市场展销中完美的货架展示性、强烈的艺术感染性、新颖性、凝聚性和在同类商品中的竞争性。不论是“大巧谢雕琢”也好，或是“寄至味于淡泊”也好，都不能脱离深厚的文化积淀，离不开酒的内在品质。4、是酒包装装潢设计一定要与酒的质量、价格档次形成一致，达到同步性，任何名不符实的过分包装、虚假包装、欺骗性包装和欠缺性包装都会给生产企业带来巨大损失；

     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;