Study On Packaging Design Of Brand Liquor From The Perspective Of New Consumption

With the deepening of China's internationalization process,young people in the new era who have grown up under the influence of the mutual integration of Chinese culture and international culture have new consumption concepts that keep pace with The Times and form a new consumer market."Rational drinking,healthy drinking" is an attitude they pursue and flaunt.Due to the change of target consumer groups,the upgrading of consumption demands,the previous brand of liquor packaging design is not well display and convey the demands of new consumers.At this point,it is particularly important to study the packaging design of brand liquor from the perspective of new consumption.The main research contents of this paper are as follows:Firstly,this paper analyzes the brand status quo of Chinese liquor industry and the market status quo and development trend of the liquor industry,and analyzes the design elements and design grade of brand liquor packaging,finds out the limitations in liquor packaging design,and thus summarizes the necessity of brand liquor packaging design research from the perspective of new consumption.Secondly,this paper puts forward the three brands of liquor packaging design concept namely "green design,fashion design,quality design",and uses the existing successful case analysis.Finally,taking Wuliangye low-alcohol liquor as an example,two sets of packaging,"free travel" and "C little wine",were designed to practice the design concept under the new consumption perspective,namely,greening,fashion and quality.This paper focuses on the elaboration of the green,fashionable and high-quality packaging design of brand liquor from the perspective of new consumption.By making breakthroughs and innovations in the color,material and shape of packaging,this paper aims to meet the demands of new consumer groups,convey self-brand value,cultivate new consumption habits and turn "flow into fans".At the same time,it can also provide some reference for other liquor packaging design,in order to produce more commercialvalue and brand value.