Research On The Application Of Guizhou Miao’s Patterns In The Packaging Design Of Niujiao Wine

Traditional culture is the pearl of Chinese civilization.With the further improvement of China’s international status and the increasing spread abroad of Chinese culture,applying ethnic cultural elements to art design has become a popular trend.The Miao’s pattern is a unique one accumulated and passed down by hard-working and intelligent Miao people during their worktime.These special cultural symbols have recorded the history of the Miao,embodies the tenacious spirit of the Miao people,and have profound aesthetic and cultural values.Originating from door-blocking,a custom among the Miao people in Guizhou,Niujiao wine is a barrier wine to show their respects to the distinguished guests.Although Niujiao wine has a long history of production and sales,its marketing range is comparatively small,and sales outside Guizhou have been dismal.In the packaging design of the Niujiao wine,integrating the elements of the Miao’s patterns can not only make the traditional folk culture of the Miao people known to all,but also promote the sales of Niujiao wine.The thesis first sorts out the historical development of the Miao’s patterns and related design theories,summarizes the artistic characteristics of the Miao’s patterns,analyzes its aesthetic value and the feasibility of applying Miao’s patterns to the package design of the Niujiao wine.Secondly,considering the emotional needs of modern people,learning from the successful cases of Chinese culture integrated into packaging design after the phenomenon of cultural self-confidence and the rise of the chinoiserie,the target consumer group,the rule of design and the techniques to be applied are all determined.According to the design schedule,through repeated drafting and polishing,the patterns are refined and reconstructed.Though the combination of pattern,color,bottle type and material,the package design of Niujiao wine is finally completed.In addition,for the further popularizing and propagandizing and to meet the need of the youth,the design of other specifications of packaging and relevant products are accomplished.The thesis is composed by six parts.The first part is an introduction to the research background,purpose and significance,the situation of the domestic and foreign research as well as the key points,difficulties and technical routes of this research;The second part is an overview of the of Miao’s patterns in Guizhou.It mainly shows the origin,history,evolution,types of patterns and artistic characteristics;The third part analyzes the value of Guizhou Miao’s patterns in the packaging design of Niujiao wine from three aspects of aesthetics,culture and emotion;In the fourth part,the rule and technique in the package design of the Niujiao wine are described;The fifth part detailed records the process of the design.The design of the patterns,the choice of colors and the shape of the bottle are all illustrated.In addition,the design of the derivative products is showed;The sixth part summarizes the innovations and deficiencies of this research.