烟草包装设计的历史发展与展望

【背景】烟草包装是品牌文化的重要载体，受控烟履约、绿色环保等法律、政策的影响。【目的】展望未来中国烟草包装设计的发展方向。【方法】通过对烟草包装的历史发展、国际趋势和国产卷烟的商标设计分析，概括了国产卷烟包装设计的既有特点，探讨了中国烟草包装设计的未来发展之路。【结果】(1)国产卷烟的包装设计具有时代特点、民族特征和文化包容性，支撑了中式卷烟品牌的群体崛起；(2)中式卷烟品牌系列化是以品牌名称为纽带的系列化，并没有完成品牌与规格间的文化协调；(3)国际控烟履约、绿色发展将持续影响中国烟草包装的设计方向；(4)国内控烟履约、绿色发展的政策、法律持续完善为国产烟草制品包装设计起到了重要的引领作用；(5)烟草平装的市场技术壁垒作用将对我国卷烟走向世界产生重大影响；(6)我国烟草包装的工业设计已达国际先进水平，未来的设计重点将是装潢设计的系列化水平提升。【建议】坚持民族特色为主，深化宏观策略研究，强化包装技术开发，提高商标国际“化境”能力，防范新型烟草制品技术壁垒，弘扬本土雪茄文化和提高追溯信息设计水平是未来中国烟草包装设计的重要方向。

Historical development and Prospect of tobacco packaging design

  Background  Tobacco packaging is an important carrier of brand culture, and is influenced by national laws and policies included of Tobacco Control Performance and Green Environmental Protection.  Objective  Looking forward to the future development direction of packaging design for China's tobacco.  Methods  It summarize the existing characteristics of packaging design of domestic cigarette and discuss the future development of packaging design of Chinese tobacco by the analysis of the historical development of tobacco packaging, international trends and the trademark design of domestic cigarettes.  Results  1) The packaging design of domestic cigarettes has the characteristics of the times, national characteristics and cultural tolerance, and support the rise sharply of brand groups of Chinese cigarette; 2) It is only a serialization linked by brand name on Chinese cigarette, but is not completed the cultural coordination between brand and specification; 3) It will continue to profoundly effect on the design direction of Chinese tobacco packaging because of international Tobacco Control and Green Development; 4) It is an important leading role in packaging design of tobacco products with continuing to improve the policies and laws of Tobacco Control and Green Development for China; 5) The market technology barriers of tobacco plain packaging have a major impact to Chinese tobacco on going to world; 6) For Chinese tobacco, it is reached the international advanced level on industrial design of packaging, and the improvement of serialization level will be the main direction on decoration design of packaging in the future.  Suggest  In the future, the important design direction of tobacco packaging not only includes adhering to national characteristics, deepening macro strategy research, strengthening packaging technology development and improving the international "Sublimation" ability of trademarks, but also includes preventing technical barriers of new tobacco products, promoting local cigar culture and improving the design level of traceability information.