Application of Chinese Shang bronze culture in wine package design

Abstract

The purpose of this paper is to present a new method for wine package design by applying Chinese bronze culture symbol to exhibit the national cultural and aesthetic meanings of wine and to fit the customer?s culture demands. Based on analyzing the characteristics of Shang bronze shapes, decorative patterns and aesthetic ideas, combining with the cultural characteristics of wine package, the work presented in this paper obtained a series of design methods of wine package by applying Chinese Shang bronze culture. These methods mainly include orienting of aesthetic ideas, selecting of bronze symbols and creating of container shapes and decorative patters. Then a typical wine package case was designed and analyzed by applying these design methods. These package design methods not only can bring national culture values for wine, new consuming concepts and aesthetic ideas for people, but also can promote the competitive ability for enterprise.