| 摘要: |
| 目的 探析徽州建筑符号在现代徽酒包装设计中的传承和创新运用。方法 从徽酒的市场定位和营销入手，分析徽州建筑符号的外观造型、图形图案和色彩在徽酒包装设计中的创新运用，以及所达到的品牌文化和艺术传播效果。结论 徽州建筑是徽州地域文化的突出代表，徽州建筑符号蕴含了丰富而深刻的文化内涵。通过徽州建筑符号的使用，体现出徽酒品牌包装的感情诉求，传播了品牌的历史文化价值，彰显了其文化品位和生活态度，从而实现品牌形象塑造、品牌宣传营销和品牌发展管理的共赢。 |
| 关键词: 徽州建筑 符号 徽酒 包装设计 |
| DOI： |
| 分类号:TB482 |
| 基金项目: |
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| Application of Huizhou Architectural Symbols in Package Designs of Liquor Brands in Anhui |
|
LUO Bing
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Shanghai Second Polytechnic University, Shanghai 201209, China
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| Abstract: |
| It aims to explore the inheritance and innovation of Huizhou architectural symbols in modern packaging designs of liquor brands in Anhui province. Based on the positioning and marketing of liquor brands in Anhui, it analyzes the application of Huizhou architectural symbols, including outer shape, graphic patterns and color, in local liquor brands as well as its cultural and artistic effects. As typical features of Huizhou regional culture, Huizhou architectural symbols embody rich cultural values. Regional liquor brands take advantages of these symbols to address to entrepreneurial emotional, historic and cultural expression, which, in turn, helps the trilateral success of brands image, marketing and management. |
| Key words: Huizhou architecture symbols liquor brands in Anhui packaging design |
