Analysis of Wine Packaging Design Style

[China Packaging Network News] Wine, a product that has gradually warmed up in China's consumer goods market. For many years, the taste of wine, the packaging, and the culture it carried had become an indispensable classic in Western history. This culture is gradually leading to competition in China's future huge market. From the 100-year Changyu to the powerful new heavens, we can clearly feel that following wine and rice wine, wine, especially red wine, is facing many opportunities and challenges. In order to meet the needs of the times and meet consumer demand, Huang Xuan Wines, one of the best wine brands in the Shanghai wine market, was impressed with the importance of enhancing product image. "Pleasant Emperor Xuan, Feel France" cooperation experience.

In wine packaging design, wine label design is one of the most intuitive visual expressions of wine culture, and it is also an important way for consumers to judge product quality. France has a strict management system for wine labels and must specify the level, type, source, and year of the wine in order to control the production quality and facilitate consumer choice.

Huang Xuan wines originate from the famous wine regions in France, select excellent local grape varieties, and are brewed by French veterans, thus becoming the main selling point for market competition with other domestic brands. From the point of view of the product itself, Huangxuan is a wine produced in France. Then, should the product design, especially the wine label design, follow the wine label design of French wine to reflect its unique identity?

Although packaging should highlight the selling point of products, packaging must be people-centered. Starting from consumer demand, it plays an important role in terminal interception. Design is communication. It is essential to express on the packaging that consumers can read and understand easily accepted messages. With the changes of the times, people have more and more opportunities to contact wines. However, due to the huge difference between domestic drinking habits and foreign countries, the country lacks knowledge of wine knowledge, so it is impossible to form a common drinking habit for wine. . This shows that we must look for product packaging that suits and meets the needs of Chinese consumers.

When we develop and design products, we must first identify the consumer groups, namely, market segments. This is the most basic of marketing games, and it is also a feature of wealthy society, because not every bottle of wine is sold to all consumers.

The "Huangxuan Liquor Series" wine is a mass consumer product priced in the mid-range. In the design of wine labels, the graphic appeal of the “libration belt” replaces the complicated writing appeal and is more intuitive and clear. "Liquor" symbolizes the noble and noble courtesy of quality, and makes "Huangxuan" a humanistic performance. It is also associated with the brand name and its expression is relatively straightforward. It is suitable for general public consumers. Exquisite process design, the use of aluminum foil bronzing process, emphasizing the sense of quality, packaging is also beautiful for consumers to provide more reasons for purchase. Red and green colors distinguish between red and white wines; the yin and yang interactions between red, green and gold are clearly divided into ordinary dry red, dry white and high dry red, and high-grade dry white; Form a unified set of products. The four wines use the same subject graphic, mainly to distinguish products with the color of the interactive relationship, simple and unified image, strengthen memory, but also save the transmission costs, the true meaning of the design.

At the same time, a small number of consumers already have a certain understanding of wine, they have begun to care about the details of the grape varieties, the year of the wine and other details, the relative high grade of such consumers, in the wine label design must meet their choice Product demand. The "Dragon and Horse Series" is a wine label design for two high-end and mid-priced wines, "Huangxuan Cabernet" and "Huangxuan Chardonnay." “Dragon” and “Horse” were selected as the design elements of the Huangxuan brand logo. Among them, the dragon label was “Cabernet” and was equipped with a red leather case.

The horse mark is "Chardonnay" and is equipped with a green leather case. The use of exquisite red bronzing on art paper is more technical and noble, giving the product more added value. The color of the whole logo is simple, there is no lack of classic and modern, but also shows the style and temperament of French culture.

Obviously, due to the cultural differences between Eastern and Western food and beverages, it is not necessary to blindly appeal for a lot of product text information like wine in France. The "Liquor Series" and the Longma series of Huangxuan Wines have transformed the French wine culture into an easier and more recognizable and refined appreciation for the tastes and feelings of consumers at different levels. Packaging according to the different positioning of products, different target consumers, perform different graphics interpretation, first accurate, after the appearance, and create additional value, is the transfer of brand information, from the product to make the brand and consumers to establish an important link. Through rational design, the brand's development space was widened, and under the theme of “Pleasing the Emperor and Feeling the French”, appropriate advertisements were disseminated to allow different consumers and different eyes to feel different French.