文创视阈下的川酒品牌及川酒文化的视觉化设计  

Visualization design of Sichuan liquor brand and Sichuan Baijiu culture under the threshold of cultural and creative perspective

作　　者：王莉琴[1] WANG liqin(College of Arts,Panzhihua University,Panzhihua 617000,China)

机构地区：[1]攀枝花学院艺术学院,四川攀枝花617000

出　　处：《中国酿造》2024年第10期283-287,共5页China Brewing

基　　金：四川省社会科学重点研究基地中国酒史研究中心(ZGJS2020-02)。

摘　　要：在文化创意产业背景下,川酒品牌通过视觉化设计策略提升市场竞争力和文化影响力,以促进川酒文化的传承与发展。该文总结了川酒品牌的发展历程及文化特色,介绍了川酒历史传承、独特的酿造工艺、风味特点,体现文化与社交结合,蕴含着川人的情感与热情,通过文化传承与创新、故事性呈现、多元化产品延伸、用户体验考虑策略设计川酒品牌,并结合酒器、标志、包装、广告、纪念品、空间实现川酒品牌的视觉化设计。Under the background of cultural and creative industries,Sichuan Baijiu brands can enhance market competitiveness and cultural influence through visualization design strategies,so as to promote the inheritance and development of Sichuan Baijiu culture.The development process and cultural characteristics of Sichuan Baijiu brands was summarized,the historical inheritance,unique brewing process and flavor characteristics of Sichuan Baijiu was introduced,which embodied the combination of culture and social interaction,contained the emotion and enthusiasm of Sichuan people.The Sichuan Baijiu brand was designed through cultural inheritance and innovation,story presentation,diversified product extension and user experience consideration strategy,and the visualization design was carried out combined with the drinking utensils,logo,packaging,advertisement,souvenir and space.

关 键 词：文创视阈 川酒品牌 川酒文化 视觉化设计 

分 类 号：TS971[轻工技术与工程]