浅谈唐朝服饰纹样在白酒包装设计中的创新应用.doc

摘要：设计是打破历史文化交流的实现途径，一个成功的设计作品可以充分的展现出历史文化与现代文化融合。

　　　酒，已经在人类的漫长文明发展史中生存了若干年，成为了世界性的文化现象。酒最早是由中国的杜康酿造而出，酒文化沿袭至今在中国已经有了几千年的历史，从古代文人墨客的诗词，人们生活文化的需求中，酒已经渗入到人们生活、文化、经济活动各个方面，形成了不同的特别民族文化心理和集体意识。如法国的葡萄酒文化，俄罗斯的伏特加一样，中国的白酒文化也是具有起独特的文化魅力。博大精深的酒文化造就了中国文化史上的一个弥足珍贵的组成部分。同时它也是人生活中一种“感性商品”的存在，满足人们精神享受的需要，因此在酒的包装上不仅仅只是体现其品牌价值的商品性，更加要体现酒包装的历史文化的独特性。而在元素的应用上，突出民族传统、彰显新的艺术表达在包装设计中尤为重要。

　　　唐朝是我国封建时代纺织品美术高度发展得时期，广泛的借鉴了中亚、天竺（今印度）等地区及国内各少数民族的纹饰图样，使得唐朝服饰纹样有了极高的审美成就。因此，将唐朝的传统纹样应用在白酒包装设计上，可以更加符合民族性和文化性。唐朝服饰纹样是具有典型代表的传统纹样元素，它具有多彩的历史文化底蕴，同时也是我国历史上白酒文化较为浓郁的一个朝代，唐朝纹样元素和白酒包装的结合设计可以更好的展现中国的古典艺术魅力，设计出更具有中国特色的包装设计作品，为白酒包装设计提供新的研究思路和创新灵感。

【关键词】白酒包装设计 服饰纹样元素 艺术特征 表现形式

ABSTRACT:Is designed to break the realization ways of historical and cultural exchanges, a successful design work can fully show the historical culture and modern culture.

         Wine, has existed for many years in the human's long history of civilization, has become the worldwide cultural phenomenon. Wine was first brewed by China, du kang, wine culture heritage in China has been for thousands of years of history, from men of letters in ancient poetry, the demand of people's living culture, wine has infiltrated all aspects into people's life, culture, economic activities, formed the unique national culture psychology and the collective consciousness. Wine culture such as France, the Russian vodka, wine culture of China also has a unique cultural charm. Profound wine culture has created a precious Chinese cultural history of the part. At the same time it also is a kind of "perceptual" people life, meet the needs of spirit to enjoy, so on the wine packaging not only reflect the brand value of the commodity, more want to reflect the history of wine 

         The tang dynasty is China's feudal era textile art highly development period, the period of the textile widely borrowed from central Asia, tianzhu (now) in India and other regions and domestic decorative patterns of ethnic minorities, making the tang dynasty dress patterns with extremely high aesthetic accomplishment. Therefore, the application of the traditional pattern of tang dynasty in the liquor packaging design, can be more in line with the national character and culture. Tang dynasty patterns is a typical representative of the traditional pattern elements, it has a colorful history and culture, and liquor culture in the history of our country is relatively rich a dynasty, tang dynasty pattern elements and liquor packaging design can better show the combination of China's classical artistic charm, and design more with Chinese characteristics packaging design work, liquor packaging design provides new research ideas and creative inspiration.

【 key words 】 liquor packaging design patterns elements form artistic features

　　　作为白酒包装设计在设计上彰显起独特的品牌文化决定了是否能从种类繁多的各种白酒品牌中脱颖而出。在现在的白酒市场上目前比较混乱，整体的设计水平不高，很少有在视觉效果和市场效果俱佳的创新之作。在白酒包装行业中随着中国传统文化的衍生、普及，越来越多的白酒包装设计运用了中国的传统元素，中国传统元素丰富的文化内涵和历史性使得更能展现白酒品牌的文化底蕴。怎么才能将传统的中国元素完美的在白酒包装设计上展现出来，赋予其品牌文化独特的历史性和民族性使得更具竞争力？

　　　在传统纹饰产物中寻求新的设计创新灵感，白酒包装的设计元素应该更加的广泛。中国传统纹样历史发展悠久，并且在人类历史发展进程中已经流行了数千年。而纹样在中国传统服饰中是最富有审美价值的纹样，在服饰中提取中国传统纹样是对积淀了五千年的民族文化和精神，从服饰中提取的纹样形象才能形成独特的艺术风格、文化内涵和民族传统，这样才能更加在现代的白酒包装设计中体现出独特的品牌文化和竞争力。