摘要：設(shè)計(jì)是打破歷史文化交流的實(shí)現(xiàn)途徑，一個(gè)成功的設(shè)計(jì)作品可以充分的展現(xiàn)出歷史文化與現(xiàn)代文化融合。

　　　酒，已經(jīng)在人類的漫長(zhǎng)文明發(fā)展史中生存了若干年，成為了世界性的文化現(xiàn)象。酒最早是由中國(guó)的杜康釀造而出，酒文化沿襲至今在中國(guó)已經(jīng)有了幾千年的歷史，從古代文人墨客的詩(shī)詞，人們生活文化的需求中，酒已經(jīng)滲入到人們生活、文化、經(jīng)濟(jì)活動(dòng)各個(gè)方面，形成了不同的特別民族文化心理和集體意識(shí)。如法國(guó)的葡萄酒文化，俄羅斯的伏特加一樣，中國(guó)的白酒文化也是具有起獨(dú)特的文化魅力。博大精深的酒文化造就了中國(guó)文化史上的一個(gè)彌足珍貴的組成部分。同時(shí)它也是人生活中一種“感性商品”的存在，滿足人們精神享受的需要，因此在酒的包裝上不僅僅只是體現(xiàn)其品牌價(jià)值的商品性，更加要體現(xiàn)酒包裝的歷史文化的獨(dú)特性。而在元素的應(yīng)用上，突出民族傳統(tǒng)、彰顯新的藝術(shù)表達(dá)在包裝設(shè)計(jì)中尤為重要。

　　　唐朝是我國(guó)封建時(shí)代紡織品美術(shù)高度發(fā)展得時(shí)期，廣泛的借鑒了中亞、天竺（今印度）等地區(qū)及國(guó)內(nèi)各少數(shù)民族的紋飾圖樣，使得唐朝服飾紋樣有了極高的審美成就。因此，將唐朝的傳統(tǒng)紋樣應(yīng)用在白酒包裝設(shè)計(jì)上，可以更加符合民族性和文化性。唐朝服飾紋樣是具有典型代表的傳統(tǒng)紋樣元素，它具有多彩的歷史文化底蘊(yùn)，同時(shí)也是我國(guó)歷史上白酒文化較為濃郁的一個(gè)朝代，唐朝紋樣元素和白酒包裝的結(jié)合設(shè)計(jì)可以更好的展現(xiàn)中國(guó)的古典藝術(shù)魅力，設(shè)計(jì)出更具有中國(guó)特色的包裝設(shè)計(jì)作品，為白酒包裝設(shè)計(jì)提供新的研究思路和創(chuàng)新靈感。

【關(guān)鍵詞】白酒包裝設(shè)計(jì) 服飾紋樣元素 藝術(shù)特征 表現(xiàn)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

　　　作為白酒包裝設(shè)計(jì)在設(shè)計(jì)上彰顯起獨(dú)特的品牌文化決定了是否能從種類繁多的各種白酒品牌中脫穎而出。在現(xiàn)在的白酒市場(chǎng)上目前比較混亂，整體的設(shè)計(jì)水平不高，很少有在視覺效果和市場(chǎng)效果俱佳的創(chuàng)新之作。在白酒包裝行業(yè)中隨著中國(guó)傳統(tǒng)文化的衍生、普及，越來(lái)越多的白酒包裝設(shè)計(jì)運(yùn)用了中國(guó)的傳統(tǒng)元素，中國(guó)傳統(tǒng)元素豐富的文化內(nèi)涵和歷史性使得更能展現(xiàn)白酒品牌的文化底蘊(yùn)。怎么才能將傳統(tǒng)的中國(guó)元素完美的在白酒包裝設(shè)計(jì)上展現(xiàn)出來(lái)，賦予其品牌文化獨(dú)特的歷史性和民族性使得更具競(jìng)爭(zhēng)力？

　　　在傳統(tǒng)紋飾產(chǎn)物中尋求新的設(shè)計(jì)創(chuàng)新靈感，白酒包裝的設(shè)計(jì)元素應(yīng)該更加的廣泛。中國(guó)傳統(tǒng)紋樣歷史發(fā)展悠久，并且在人類歷史發(fā)展進(jìn)程中已經(jīng)流行了數(shù)千年。而紋樣在中國(guó)傳統(tǒng)服飾中是最富有審美價(jià)值的紋樣，在服飾中提取中國(guó)傳統(tǒng)紋樣是對(duì)積淀了五千年的民族文化和精神，從服飾中提取的紋樣形象才能形成獨(dú)特的藝術(shù)風(fēng)格、文化內(nèi)涵和民族傳統(tǒng)，這樣才能更加在現(xiàn)代的白酒包裝設(shè)計(jì)中體現(xiàn)出獨(dú)特的品牌文化和競(jìng)爭(zhēng)力。