Research On Development Evolution And Design Innovation Of Sichuan-Guizhou Liquor Packaging

As the main regions of liquor production in China,Sichuan and Guizhou have produced a number of high-quality liquor products,including Moutai,Wuliangye,Luzhou Laojiao,Jiannanchun,and Shuijingfang.These brands have led to a rise in culture in Sichuan-Guizhou,and the rest of China.They are now an indispensable part of Chinese liquor culture.With a change to economic format,some enterprises face the problems of upgrading.While expressing the externalization of liquor culture through the products' packaging,adapting the packaging to suit the needs of the times and changes in the industry,transforming from the original function to a multi-dimensional experience,highlighting the product style of “Golden Triangle”and enhancing its value,have become important factors for design innovation.In this paper,the history of the development and the artistic characteristics of SichuanGuizhou liquor packaging is examined.Firstly,the ancient,modern,and contemporary liquor industry,liquor utensils,and packaging used in Sichuan-Guizhou are summarized.Secondly,through comparative study,it could divided into three stages: decorative aesthetics,brand strategy,new retail format,and vertical and horizontal comparison are performed.Packaging are analyzed using vertical and horizontal classification,and the differences between yellow rice wine,liquors from other areas of production,and foreign wines are studied.By conducting analysis of the cultural aesthetics in packaging,based on Moutai and Wuliangye,there is an enlightening effect on subsequent design innovations.This paper continues by analyzing the existing problems with packaging design in the new format in combination with the social and economic situation of new retail.The final chapter proposes corresponding innovative design strategies from three perspectives: user experience,interactive technology,and social responsibility.From this insight into mass consumption psychology,the application of new technology,and the integration of modern design concepts,potential future design directions are explored.Packaging development represents different historical and environmental backgrounds,showing the development and evolution of society,economy,humanities.This paper discusses the characteristics of packaging art and its development trend under the new retail format from a design perspective.This is of great help to enterprises and will enable them to seize market opportunities and face challenges in the new conditions while promoting innovative research of contemporary packaging marketing strategies and design methods.