Application Of Visual Vocabulary For Design Of Modern White Wine's Brand

Liquor label is composed of trademark, brand name, figure, color and connected information, which experienced from original Jiulian (wineshop sign in the form of a streamer), monotonous word to updated visual and word form. The modern liquor labels possess the functions of protection, convenience, promotion, anti-fake and broadcasting, and possess the features of practicality, cultural, spiritual, informative and technological.By analyzing the labels'visual language forms, realistic graphics and decoration, the paper is to express the style of nature and simple, elegant, eclectic and diverse. Regional customs, folklore, historical background are the main factors to influence the visual language. The combining of folk theories to reflect the joyful colors of red and yellow, folk bules and color features. Obeying the principle of ideology, easy identification and artistic quality, to design the brand image, advertising text, information text and decorative text.The modern design for liquor labels obey the principle of aesthetic and originality, to show the charm of parallel tradition and fashion, interspersed with simple and complicated. And to show the texture and beauty by paper's antique, metal's steady and plastic's variety. The application of labels'materials take the combine of cultural broadcast and Chinese the five elements. According to the differences of labels'art features, investigate the influence to labels'visual form.By combining of market and consumer's aesthetic psychology, the author put forwards ideas of the labels'value appeal, that is aesthetic interpretation, cultural communication and business demands, as well as the outlook on future labels'visual language form, and the combination of graphic design, which along with the diversities of culture and external form, depending traditional and digital media and technology to show the people-rooted concept and technological ecology concept.