Traditional Culture Inheritance And Design Innovation Of Chinese Health Wine Packaging From The Perspective Of National Aesthetics

Chinese health wine is the perfect combination of traditional Chinese wine making and traditional Chinese medicine.Health wine is not only a health care drink for Chinese people,but also a traditional cultural treasure with unique national characteristics due to its historical and cultural connotation.In the marketing of health wine,packaging design plays a very important role.Because good packaging can not only protect the goods and improve its transportation,but also can improve the cultural value of the goods,establishing a great corporate image,highlight the quality of the goods and promote the sale of goods.Health wine is closely related to Chinese traditional culture,and its packaging design should also fully display the traditional cultural connotation,and conform to the national aesthetic.From the perspective of national aesthetics,Chinese people have thousands of years of cultural background and living customs,and all ethnic groups have a common aesthetic cognition of classic traditional cultural elements.The commonness and stability of national aesthetic psychology endow traditional culture with application value in visual communication.The application of Chinese traditional cultural elements in the packaging design of health wine can not only promote the emotional expression of packaging design and deepen the sense of national cultural identity,but also play an important role in improving the national cultural connotation,strengthening the confidence of national culture and promoting the inspiration of diversified design.From the perspective of the openness and variability of national aesthetics,the packaging of health wine needs design innovation while inheriting traditional culture.General Secretary Xi Jinping has proposed that traditional culture should be "creatively transformed and innovatively developed",innovation is the requirement of the market and the development of The Times.The innovation of packaging design of health wine not only keeps the product vigorous vitality and market competitiveness,but also optimizes and sublimates the national aesthetic consciousness.From the perspective of the openness and variability of national aesthetics,the packaging of health wine also needs design innovation,which is also the requirement of the market and the development of The Times.The innovation of packaging design keeps the product vigorous vitality and market competitiveness forever,and also enables the national aesthetic consciousness to be optimized and sublimated.Based on the research and analysis,this paper reviews the history and development of health wine,and analyzes the types and characteristics of packaging design of health wine.Through a large number of case studies,this paper discusses the national aesthetic characteristics of traditional cultural elements and their application forms in the packaging design of health care wine by applying the theories of ethnology,design,semiotics,color and consumer psychology,and discusses the main principles and methods of innovation in the packaging design of health care wine.Finally,taking Zhuang health wine packaging as the design example,this paper analyzes the derived environment and design aesthetic characteristics of Zhuang culture,extracts the appropriate Zhuang visual elements,and completes the design innovation practice of ethnicization of health wine packaging with the expression technique of traditional and modern fusion.The feasibility of the traditional culture inheritance and design innovation of Chinese health wine packaging was further verified.