葡萄酒包装设计与中国传统文化锚定研究

在竞争日益激烈的产品销售环境里，中国几千年的传统文化潜移默化地影响消费者购买心理，进而影响了对产品包装的设计。该文从中国传统文化元素入手，锚定了传统文化影响下的葡萄酒消费者和谐文化、关系文化和面子文化三个方面，并结合葡萄酒包装设计心理锚定分析，探讨三个方面在葡萄酒包装上的运用和消费者的接受程度，提出迎合中国消费者心理的葡萄酒包装设计应用建议。

Chinese traditional culture anchored for wine packaging design

In increasingly competitive markets of products, the thousands of years of Chinese traditional culture subtly influence consumers' purchasing psychology, thus affecting the design of product packaging. Based on the Chinese traditional cultural elements, the relationships of three aspects (including harmonious culture, relationship culture and face culture) were anchored and combined with the wine packaging design psychology anchor analysis, the application of three aspects in the wine packaging and acceptance degree of consumers were discussed. The applications and suggestions of wine packaging design catering to Chinese consumer psychology were put forward.