Research On The Packaging Design Of Sichuan Wine Since The Reform And Opening Up

Since the reform and opening up,under the leadership of the Communist Party of China,tremendous changes have taken place in China’s politics,economy,culture and other aspects,both the market economic system and social consumption concept have also changed dramatically.Under the background of economic marketization and cultural diversification,Sichuan wine packaging design relies on the huge Sichuan wine industry,takes the wind of reform and opening up,and shows its unique charm after more than 40 years of exploration and development.In this paper,the packaging design of Sichuan wine is placed in the social,historical and cultural environment,to explore the brand of The Times on the packaging design of Sichuan wine,to observe the change of China’s economic development and consumption concept,and to summarize the development experience in order to enlighten the current development of wine packaging design by analogy.This paper traces the origin of Sichuan wine brands and packaging before the reform and opening up from the development history of Sichuan wine industry,ancient Sichuan wine ware and the development history of Sichuan wine brands before the reform and opening up,and explores the basis of the development of Sichuan wine brands and packaging design.Then,starting from 1978,the development context of Sichuan wine packaging design since the reform and opening up was sorted out.Guided by social and economic policies,the packaging design of Sichuan wine from 1978 to 2021 was divided into four stages of "starting--exploration--development--adjustment".Based on the macro background of politics and economy in different periods,as well as micro factors such as brand development,regional conditions and market environment,this paper discusses the packaging design of Sichuan wine,and analyzes the characteristics of packaging design of Sichuan wine in different times.On this basis,taking consumption as the entry point,this paper deeply analyzes the change of consumption concept in China since the reform and opening up and the consumption demand and consumption characteristics of wine products,and explores the design logic and design characteristics of Sichuan wine packaging from three dimensions of demand-experience-culture.Based on the historical review and design analysis of packaging design of Sichuan wine,the successful experience of packaging design of Sichuan wine was summarized,and the problems of homogenization and excessive packaging existed in the development process were reflected.Finally,it is concluded that the market consumption of alcoholic products has a variety of needs such as social,identity and emotion,and the consumption behavior is characterized by timeliness,conformity,sociality and multilevel.Sichuan wine packaging design is gradually on the right track in the form of diversified expression,began to pay attention to people’s spiritual needs and consumption experience,and from the design of objects to cultural design.