Beer Brewing Industry Career Description
Beer Brewing Industry Career Description
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The Reformation Rice Wine Packaging
In the alcoholic products, Rice wine Be called a national essence. After thousands of years of history, wine industry has been rapid development in modern times, its Package From the gradual development of the original single series, gifts, artistic and diverse. But Spirit , Compared to beer and other liquor packaging, container packaging, plastic arts, whether in respect of design, decoration or packaging, wine packaging remaining in the distance. Early in July, from the China Brewing Industry Association's "First Chinese wine packaging design competition" will be held in Beijing. Wine packaging design should be how to develop, how to make the traditional culture and to reflect the times? Competition experts as judges, masters of arts and crafts, Zhejiang Province, Zhejiang Province, Vice-Chairman Xu complex packaging design Pei, told reporters a detailed description.
Status: more than the traditional lack of innovation
Xu Fu Pei's career in the wine of the leading enterprises in China, Gu Yue Long Shan through, he is Shaoxing rice wine culture expert, has been awarded "Excellent packaging workers", but also single-handedly led to the completion of the Heritage Museum of Chinese rice wine. He believes that, overall, more than the traditional wine packaging still, lack of innovation.
More than traditional, and some products have several decades of old faces, a strong local gas; some product copy, move other people's creative design, studied the surface and have neglected their own personality, so that quality and not packaging and wine matching so not worth the candle; some products blindly pursue foreignized fashion, mechanically changing the packing look so "mere copycat," self-defeating.
Lack of innovation, many wine producers do not fully understand the importance of improving the package, so there is no package design professionals, let alone a package of innovative capacity; Some companies focus only on Marketing , Ignoring the market research and planning copying, imitation of other wine packaging are common occurrences.
Try: mining cultural elements raising their height
Then how to wine packaging innovation? Xu Fu Pei said, must be the basis of inheriting the tradition of innovation up. The foundation is the traditional culture of Chinese rice wine. Only focus on our nation's fine traditional culture in order to design a contemporary national style of wine new packaging.
Fu Pei Xu emphasized that the design should be wine packaging treated as a form of culture. Wine packaging design is composed of many complex elements of design culture as a whole, can be divided into three levels.
First layer of packaging material, is to design the surface of culture. Design that contains the main elements of the material carrier of culture, with material, basic, volatility. Such as wine packaging design department and design products, the exchange of goods and consumers place in the use of packaging products such as consumer behavior.
Second layer of packaging design organizational systems, is the design culture of the middle. Times and has a strong continuity. Include coordination between the various elements of the design system, regulate the design behavior and judgments, correct design of the organizational system.
Third, the concept of packaging design is the design culture of awareness level. It is at the core and leading role, is to design systems based on all activities of the various elements and the basis for a cultural state of mind. It is the design culture in the most stable part of the structure, but also the soul of design culture, design and cultural trends around.
Interdependence of these three areas, each combination of mutual penetration, and integration are reflected in each specific wine packaging design activities and works. Physical layer which is the most active factor, changes in the body in its first reflected. Organizational system is the most authoritative element layer, which provides the overall packaging design and cultural nature of intergroup relations is designed to maintain the important link is the packaging design to guarantee the effective implementation of science. Concept layer is the most crucial factor, different design concepts will bring a different behavior and social outcomes, understanding the new environmental requirements imposed on new products and to meet these new requirements to grasp new ideas, new concepts and new methods , to the wine's packaging design to a new height.
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