基于符号学理论的茅台酒视觉包装设计研究  

Research on Visual Packaging Design of Maotai Liquor based on Semiotics Theory

作　　者：郭昊 GUO Hao(College of Design,Guangxi Normal University,Guilin 541006,China)

机构地区：[1]广西师范大学设计学院,广西桂林541006

出　　处：《鞋类工艺与设计》2024年第19期197-199,共3页SHOES TECHNOLOGY AND DESIGN

摘　　要：茅台酒作为中国传统文化的象征之一,其品牌价值和市场影响力不断提升。本文基于符号学理论对茅台酒视觉包装设计进行研究,旨在深入解析茅台酒包装设计中的符号意义,探讨如何通过视觉设计元素传达文化内涵和品牌价值,从而提升品牌识别度和消费者情感联结,为打造个性化酒产品视觉包装设计提供参考建议。Maotai liquor,as one of the symbols of traditional Chinese culture,has continuously increased its brand value and market influence.This article is based on semiotic theory to study the visual packaging design of Maotai liquor,aiming to deeply analyze the symbolic meaning in Maotai liquor packaging design,explore how to convey cultural connotations and brand value through visual design elements,thereby enhancing brand recognition and consumer emotional connection,and providing reference suggestions for creating personalized liquor product visual packaging design.

关 键 词：符号学理论 茅台酒 视觉包装设计 视觉要素 

分 类 号：TS261.48[轻工技术与工程—发酵工程]