At this stage, the wine industry is highly competitive, and many liquor companies have devoted great efforts to the packaging of products in order to increase market share. However, many companies lack the awareness of brand planning. Therefore, in the development of new products, the product structure appears to be more confusing. In the long run, even bigger and stronger brands will decline in the short term. Therefore, how to create a brand with individuality in the design of alcoholic beverages is the key to a long-term brand.

To unify the packaging design with the unique attribute culture of the product itself is our primary consideration. Seeking for differentiation and continuous refinement, concentrating it on a certain point, and then reflecting it through a certain graphic, logo or slogan. Followed by refined, that is, through the appearance of the product can attract consumers' attention in three seconds, which will play a pivotal role in sales.

Then consider the use of packaging design colors. Due to the influence of traditional culture, the packaging design of liquor has certain limitations, so the red and yellow colors are used more often. For example: the same is red and yellow, how to match is the key, if the food channel products must be able to cause a person's appetite. Like KFC, McDonald's color arrangement is very good, can completely cause a person's appetite, give people a kind of urge to taste. However, if it is targeted at commercial supermarkets, it would have to be taken into account, because a large part of Shang Chao’s consumption is used for gifts.

In addition to the use of color, geographical differences also have a great relationship. China's vast territory is vast, and the temperatures in the north and south are very different. The warmth of red, such as Dahong, is difficult to open in the South. The quality of the economy, culture, and people in different regions also have different understandings of colors. Under normal circumstances, liquor producers use high-end wines to establish a brand image, and mid-range and low-end wines generate profits. Therefore, in packaging design, it is necessary to pay attention to unification and difference, which means that consumers should not only make fine wines better. Impression was shifted to low-grade wines, which did not make low-grade wines destroy the image of high-end wines.

Again, what we need to consider is the shape of the outer packaging of the product. This packaging can be box-shaped, bottle-shaped, logo-like, or a combination of fonts and designs. This has higher requirements for designers and planners. Then, the high, medium and low products are differentiated by different materials and processes, so that the products are both uniform and differentiated.

Finally, if you can combine bottles, lids, and packaging with promotional items, you will reach another level. However, most design companies do not communicate well with customers. It is often the customers who set their own bottles and then find the designers, so that it is impossible to effectively combine the bottle type with the lid and the outer package, and the product resources are not effectively integrated.

The 21st century is an era of change. People's ideas, consumption habits, and production methods are at a break. Therefore, keeping pace with the times, meeting consumer habits, researching consumer psychology, and guiding consumer advocates are both pursuits and tasks for designers. Social psychology, public relations, marketing, and even political economics, the guiding role of design can not be ignored. Therefore, strengthening the culture of the designers themselves is the prerequisite for improving the level of packaging design: In the new century full of opportunities and challenges, the majority of packaging designers can self-discipline with a sense of crisis, liquor packaging design will reach more High realm.

(Chen Xiaoming) Source: Sugar and Alcohol News