Application Of Regional Cultural Elements In Label Design Of Contemporary Craft Beer

Craft beer is an emerging beer product that has entered the consumer market in China in recent years,and has a relatively mature market in the United States and some European countries.According to market research and related studies,the growth of China's industrial beer market is slowing down,while the craft beer market is in a period of stable development in comparison.It is foreseeable that in the future,craft beer will appear more and more in the view of consumers and will be accepted by the majority of consumers.This paper will focus on and discuss the label design,which is the most formal feature in craft beer packaging design system,and take the origin factor,which is indispensable in alcoholic beverage products,as the starting point to explore the performance of regional cultural elements in craft beer label design,and summarize the design rules and carry out design practice with the theme of Jingdezhen regional cultural elements.The first part of the article describes the background,objective and significance of this article,and clarifies the research direction of this article by combining the research results of other scholars in the same field or similar fields;the second part discusses the concepts related to the thesis,introduces the origin,development and historical background of craft beer as a consumer product,and provides a reference basis for the subsequent analysis;the third part takes the label design of craft beer around the world with regional cultural elements as a case study.The fourth part explores the influence of regional cultural elements on craft beer brands and products through the above cases and new arguments,and explores the problems of contemporary craft beer products in label design and analyzes the causes of the problems.The sixth part explores the feasibility and depth of the design form by using Jingdezhen regional cultural elements as the theme for design practice;at the end of the thesis,we make a summary and reflection,and provide an outlook for future research based on the development prospect of the craft beer market in China and regional cultural resources.