Study On Application Of Chinese Traditional Visual Elements In The Mountain Of Flowers And Fruits In The Wine Packaging Design

With the rapid development of society,people have higher demands on the external form of commodities.Besides protecting the basic function of goods,packaging is also required to have ornamental and cultural value.Opening the History of Chinese Arts and Crafts,the ancient arts and crafts of China are highly developed,sophisticated and ingenious.Many ancient bronze utensils,china,and other packaging containers containing food,such as grain-woven rattan baskets,sackcloth pockets for grain,stone water tanks for water storage,etc.,were excellent both in practical and ornamental terms.At present,many commercial product packaging in China is somewhat unsatisfactory in drawing lessons from traditional visual elements and showing nationalization.Compared with the commodity packaging design in the developed countries of the West and in Japan and South Korea,A lot of packaging is just doing surface work,neglecting the form aesthetic feeling of modern design and the connotation of product culture to some extent,it seems that "nationality" can be achieved by simple stacking such as bright red Chinese knot,blue print pattern and so on.Traditional culture is the motive force for the development and development of human life.It is the first direction for designers to design packaging with national characteristics.Only the combination of products and packaging is a complete commodity,designers must constantly try new materials,new shapes,new graphics language and the most effective visual recognition,in order to design packaging works that make people taste and arouse consumers undefined resonance.How to combine Chinese traditional visual elements with modern design methods in packaging design works is our goal.The main audience of mountain moon flower fruit wine is the young and middle-aged female group,especially the young white collar.The packaging design of flower and fruit wine strives to give people elegant,leisurely,gentle and poetic image characteristics.Products are mainly small style,the price is located between 80 yuan to 200 yuan.Chinese traditional visual elements,rich theme,wide range of content,can be used for reference design.Therefore,the use of traditional Chinese visual elements as the breakthrough point of Flower and Fruit Wine packaging design.The mountain moon flower fruit wine will carry out the elegant,succinct,gentle Chinese ancient style image design as a whole.Through the analysis and extraction of the Chinese traditional visual elements,the paper synthetically selects the design elements that are most suitable for expressing the mountain moon flower fruit wine,and combines the personification technique,in accordance with the Chinese modern design esthetic way,calligraphy font,As the breakthrough point of packaging design of Shanyue Flower and Fruit Wine series,Hanfu elements and the form of anthropomorphic illustration are used as the main graphic form of packaging design of Shanyue Flower and Fruit Wine.And the existing domestic and foreign wine products horizontal comparative analysis,put forward practical design methods,design ideas to carry out practical research,convey unique brand culture concept.Through summing up his own experience and understanding in the design process of Shanyue Flower Fruit Wine,this paper puts forward his own opinion on the rational application of Chinese traditional visual elements in packaging design.