| 摘要: |
| 通过分析中国现代白酒包装设计的发展现状， 提出了具有中国美学思想最高境界的 “朴素美” 是在立足于当今民族化设计的文化背景下探寻的一种新的民族化酒包装设计思想， 并从中国传统美学思想的继承、 中国传统包装形态的继承、 中国文人气质的包装形态和绿色环保的包装形态 4个层面论述了自己对“朴素美” 酒包装的民族化特征的理解， 尝试为中国酒包装设计的民族化发展之路注入一点拙见。 |
| 关键词: 酒包装 朴素美 民族化 |
| DOI： |
| 分类号:TB482 |
| 基金项目: |
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| Advocating Nationalization Wine Packaging with Simplicity Beauty |
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MA Jian-wei
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Xi′ an Academy of Fine Art，Xi′ an 710065，China
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| Abstract: |
| By analyzing the modern development status of Chinese spirit packaging design, it proposed "Simplicity Beauty" which is the highest level of Chinese aesthetics, is a new kind of national liquor design based on today's cultural background. And from the four dimensions， the inheritance of traditional Chinese aesthetics, inheritance of traditional Chinese packaging form, packaging form of Chinese literati temperament and green packaging，it discussed the understanding about national features for "Simplicity Beauty" liquor packaging， and tried to path some of humble opinion into nationalization development of Chinese liquor packaging design. |
| Key words: liquor packaging simplicity beauty nationalization |
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