Comparison Research Between The Visual Design Of Chinese And Japanese Traditional Liquor's Package Image

In the modern commercial market, traditional liquor is a typical product which has traditional cultural backgrounds, distinctive geographical features and agelong historical context. Also it accompanied by the history of mankind's civilization, and it has a time and space continuity. Traditional liquor product in the face of fierce commercial competition must pay attention to packaging, the image of package has become a visual symbols which is representative of the liquor's quality, even become one of the important tools which shape the image of the liquor brand.China and Japan are two countries close to each other, both of them have a long history of brewing liquor and unique traditional liquor. In the market, traditional liquor package of the two countries show the visual image of having its own characteristics. Starting with elaborating on the concept based on the visual design of the traditional liquor's package image, by analysing the using features of the visual design in materials, the three-dimensional modeling, fonts, graphics, color, elements integration,and comparing the national characteristics between the both, to explore the similarities and differences of the aesthetic sense, design concepts, the way of expression which under the packaging surface, and to find reasons to the different styles of the image of the two packages. On the basis of comparison, with the successful experience of Japan packaging, we extracted four aspects from it for us to learn and to contrast ourselves'.In the visual design of the traditional liquor's package image, we lack thinking of design concept of rational and creative usage. Pu Sutang liquor's packages which are widely recognized by the market provide us with a good perspective of thinking by its successful examples: The expansion of concept, Rational and creative usage of elements and awareness of the times. Its understanding in the visual design of the traditional liquor's package and the way of expression in process of the implementation have a typical significance.