Creative Packaging Design Of Niulanshan In Beijing

In the era of commodity economy,packaging design has developed rapidly,and the application of creative thinking has become the soul of packaging design.Many packaging products witih creative ideas have gained greater advantages in the sales process.In real life,with the improvement of people’s living standards,whether to meet people’s aesthetic needs and attract consumers’ attention has become the primary issue that packaging designers should consider.Niulanshan as a wine with a history of 100 years in China,has a large consumer group.However,with the change of the main consumer forces,how to attract young consumers to become the main force has become a problem worth exploring.This article takes modem packaging design as the theoretical guidance.On the basis of reading a large amount of literature,it first conducts market research on the liquor industry and the liquor packaging market environment‘Secondly,it summarizes the Niulanshan liquor packaging in the market,and also carries out detailed horizontal and vertical comparisons of various series and competitors of Niulanshan packaging design.Then it summarizes the current situation and existing problems of Niulanshan brand packaging,and analyzes it.Finally,the design and orientation of the Niulanshan liquor packaging was clarified,and the new Niulanshan packaging design scheme was formulated based on the consumer psychology and aesthetic needs of the target consumer groups.At the same time,corresponding countermeasures and implementation methods were also proposed for its marketing work..The article has four chapters,the first chapter is the introduction.It focuses on the source of the topic,the main content of the research,the methods,and the key difficulties and innovations of the research.The second chapter introduces the brand culture of Niulanshan,and briefly introduces the corporate culture and historical and cultural allusions of Niulanshan.The third chapter is the market research and analysis of liquor packaging design,mainly from the background of liquor packaging design and the status quo and existing problems of Niulanshan liquor packaging.The fourth chapter is the design of Niulanshan creative packaging scheme,which is elaborated from the aspects of pattern modeling,materials and color.