Study Of Vinegar Packaging Design Basing Shanxi Vinegar-culture

Shanxi Vinegar is one of the four famous Chinese vinegar,and it's also the important intangible cultural heritage.This vinegar has five characteristics,namely color,aroma,mellow and sour.Shanxi vinegar culture has a promoting effect on the product packaging design,it can inject new vitality to the packaging design,this is a topic worthy of study.This thesis contains six chapters: the first chapter is the introduction,describes the research contents,methods,purpose and significance of the thesis;the second chapter tells the historical origin and development of the Shanxi vinegar,brewing process,nutritional composition and functions;The third chapter states the development of the traditional packaging of Shanxi vinegar,which are five stages: the period of pottery,porcelain,weaving,glass,plastic,etc.;The fourth chapter analyzes the status of Shanxi vinegar packaging,through market research,found that the current problems are mainly lack of cultural connotation,lack of brand value,lack of personality,excessive packaging,outdated design.The fifth chapter mainly elaborates the innovative ideas of packaging design of Shanxi vinegar,put forward six suggestions,respectively,the extraction of cultural elements,improve PIS system,highlighting the personality differences,strengthen the concept of green,expand additional value,add a fashion element.The sixth chapter is the innovation packaging design practice of Shanxi vinegar,and the brand of "Shangshuijing" as a case,restructuring PIS system of its brand,from the aspects of visual subject,the main colors,target,advertising,feature recognition,etc.to construct its packaging personality image.This paper analyzes the characteristics of Shanxi vinegar culture and its packaging forms of development,and on the basis of market research to find out the existing problems,so as to carry out effective innovative design,which has a positive significance to packaging design of the local characteristic product.