来源：艺琦设计发布时间：2026-06-24 09:41:00点击数：8
做了这么多年设计，我发现一个特别有意思的现象：别的产品，客户会跟你聊功能、聊质量、聊性价比；但白酒这个品类，客户第一句话往往是——"你帮我设计得显得贵一点。"
话糙理不糙。白酒这个东西，太特殊了。它不是刚需品，不是快消品，它是社交货币，是面子，是人情世故。同样一瓶酒，包装不一样，在酒桌上的地位就不一样，在消费者心里的价值就不一样。
今天这篇文章，我就以一个在义乌做了10年包装设计、服务过不少白酒品牌的老兵身份，跟你好好聊聊白酒包装设计那些事儿。怎么才能做出既有文化感、又有卖货能力的白酒包装？怎么选一家靠谱的白酒包装设计公司？以及，那些年我们踩过的坑、总结的经验。
如果你是做白酒的，或者正在考虑做白酒品牌，这篇文章一定要看完。不敢说让你立刻成为行业大佬，但至少能帮你避开90%的坑，少花几十万冤枉钱。
我知道很多做酒的老板心里都有个想法："酒质才是王道，包装嘛，差不多就行。"
这话对吗？对，也不对。
酒质当然重要，这是基础。但问题是，消费者在买酒之前，他喝不到啊！他怎么判断这酒好不好、值不值这个价？
靠包装。
中国人喝酒，喝的从来就不只是酒。
商务宴请，你拿什么酒，代表了你对客人的重视程度；走亲访友，你送什么酒，代表了你对这份情谊的看重；朋友聚会，你开什么酒，代表了你的品味和身份。
而这一切，在酒还没开瓶之前，全是通过包装来传递的。
我有个客户，做白酒的，之前的包装特别土，就是个玻璃瓶，贴个标签，卖88块钱一瓶，卖不动。后来找我们重新做了包装，用了陶瓷瓶，加了礼盒，设计得特别有质感，卖198块钱一瓶，结果销量反而上去了。
你说这是为啥？酒还是那个酒，就换了个包装，消费者就愿意多花100多块钱买？
因为包装给了消费者"面子"。198的酒，包装看起来像300多的，拿出去请客、送礼，有面子，消费者就觉得值。而之前那个88的包装，看起来像50块钱的，拿出去觉得丢面子，再便宜也没人买。
这就是白酒包装的魔力。它不是简单的"容器"，它是产品价值的"放大器"，是消费者"面子"的载体。
你去烟酒店看看，货架上密密麻麻全是白酒，几十上百个品牌。消费者站在货架前，他不可能每瓶都打开尝尝，他只能通过包装来判断。
哪个包装看起来有档次、有眼缘，他就会拿起来看看；哪个包装看起来普普通通，他可能连看都不会多看一眼。
这就是白酒行业的"3秒定律"——消费者在货架前，给你的时间只有3秒钟。3秒钟之内，你的包装没能抓住他的眼球，他就走了，你连被了解的机会都没有。
所以啊，白酒包装设计的第一要务，就是"抓人"。要在琳琅满目的货架上，一眼就被看到、被记住、被拿起。
怎么才能抓人？不是越花哨越好，也不是越贵越好，而是要有辨识度、有记忆点、有自己的风格。让消费者在一堆酒里，一眼就能认出你。
很多老板算不清这笔账：花几万块钱做个包装，值吗？
我给你算笔账。假设你的酒成本是30块钱，原来卖88，一瓶赚58。换了新包装之后，卖198，一瓶赚168。每瓶多赚110块钱。
你卖1000瓶，就多赚11万；卖1万瓶，就多赚110万。而一套好的包装设计，可能几万块钱就搞定了。
这笔账，怎么算都划算。
而且这还只是直接的利润。好的包装，还能提升品牌形象、带来口碑传播、吸引更多经销商……这些间接的价值，更是没法用钱来衡量的。
所以啊，别把包装设计当成本，要把它当投资。一笔好的包装设计投入，能给你带来十倍、百倍的回报。
说了这么多白酒包装的重要性，那到底什么样的白酒包装才算好？
在我看来，一个优秀的白酒包装设计，至少要具备这4个特质：文化感、品质感、辨识度、仪式感。
中国的白酒，从来就不是单纯的酒精饮料。它承载着几千年的文化，是中国人情社会的润滑剂，是传统文化的载体。
所以，好的白酒包装，一定要有文化感。
什么是文化感？不是随便印个龙、画个凤、写几个毛笔字就叫有文化了。那叫堆砌，不叫文化。
真正的文化感，是把文化融入到设计的骨子里。比如，从中国传统美学里汲取灵感，把书法、国画、瓷器、建筑这些元素，用现代的设计语言重新演绎，既有传统的韵味，又不失现代的审美。
我特别喜欢的一个白酒品牌，他们的包装就做得特别好。没有用那些烂大街的龙啊凤啊，而是用了宋代山水画的意境，简约、淡雅、有韵味。拿在手里，你就觉得这酒有故事、有底蕴、有文化。
这样的包装，消费者愿意为它买单，也愿意为它背后的文化价值买单。
2. 品质感：从包装就能看出酒的档次
消费者判断一瓶酒值不值钱，最直接的方式就是看包装有没有品质感。
什么是品质感？不是材料越贵越好，也不是工艺越复杂越好，而是整体的质感——材质的选择、工艺的细节、色彩的搭配、字体的选用……所有细节加在一起，传递出一种"高级"的感觉。
比如瓶型，有的瓶子看起来就很廉价、很塑料感，有的瓶子看起来就很厚重、很有质感。这跟成本不一定成正比，跟设计有很大关系。
再比如颜色，有的品牌喜欢用大红大金，觉得喜庆、贵气。但如果用不好，就会显得特别土、特别俗。而有的品牌用低饱和度的颜色，反而显得高级、有格调。
品质感这个东西，说起来有点玄，但你拿在手里一对比，立刻就能感觉出来。好的包装，拿在手里沉甸甸的，细节精致，越看越有味道；差的包装，拿在手里轻飘飘的，到处都是毛糙，越看越廉价。
前面我说过，白酒行业有个"3秒定律"。3秒钟之内，消费者能不能注意到你，很大程度上取决于你的包装有没有辨识度。
什么是辨识度？就是消费者在一堆酒里面，一眼就能认出你。哪怕离得很远，哪怕只看到一个角，也知道"哦，这是那个牌子的酒"。
怎么才能有辨识度？
第一，要有独特的瓶型。很多白酒品牌的瓶子都长得差不多，都是圆的、方的，没什么特点。如果你能做一个独特的瓶型，让人一看就记住，那就赢了一大半。
第二，要有独特的视觉符号。比如一个标志性的图案、一个标志性的颜色、一个标志性的字体……消费者看到这个符号，就知道是你。
第三，要有自己的风格。别跟风，别人做什么你就做什么，那你永远都是追随者。找到自己的风格，坚持下去，慢慢就有了辨识度。
我们艺琦设计做白酒包装的时候，特别注重辨识度。我们不会给客户做那种"放哪儿都一样"的设计，我们会帮客户找到属于自己的独特符号，让消费者一眼就能记住。
白酒这个东西，是有仪式感的。
你想想看，重要的场合，大家围坐在一起，主宾拿起酒瓶，慢慢打开，倒进酒杯，举杯相碰……这个过程，本身就是一种仪式。
而好的包装，就是要强化这种仪式感。
比如开盒的方式，有的酒盒是直接掀开的，有的是抽拉式的，有的是像宝箱一样打开的……不同的开盒方式，带来的仪式感完全不一样。
再比如开瓶的体验，瓶盖的质感、拧开的手感、甚至开瓶的声音……这些细节，都会影响消费者对这瓶酒的印象。
很多人做白酒包装，只关注"好不好看"，却忽略了"好不好用"、"开瓶有没有感觉"。结果呢，包装看起来挺好看，但开瓶体验特别差，消费者第一次用就觉得别扭，对品牌的印象自然就打了折扣。
我们做包装的时候，特别注重这些细节。从开盒到开瓶，从拿在手里的感觉到倒酒的体验，每一个环节我们都会反复琢磨、反复调整。因为我们知道，真正的好设计，是用出来的，不是看出来的。
三、白酒包装设计的4种主流风格，你适合哪种？
经常有客户问我："现在白酒包装流行什么风格？我也做个那样的。"
每次我都会跟他们说：别追流行，适合自己的才是最好的。
不过，了解一下目前主流的几种风格，对你做决策还是有帮助的。今天我就给你盘点一下，白酒包装设计的4种主流风格，以及它们分别适合什么样的品牌。
这是最常见、也最经典的一种风格。特点是用传统的中国元素——书法、国画、龙凤、祥云、瓷器纹样等等，营造出一种厚重、大气、有文化底蕴的感觉。
适合什么样的品牌？
主打中高端市场的白酒品牌
主打商务宴请、送礼场景的品牌
有历史、有故事的老品牌
目标人群是中年男性的品牌
这种风格的好处是，稳重大气，符合大众对白酒的传统认知，不容易出错。但坏处也很明显：做得人太多了，很容易同质化，没什么辨识度。
所以做传统中式风，关键在于"创新"。不是把传统元素堆上去就行，而是要用现代的设计语言重新演绎，让传统元素焕发新的生命力。这样既有文化底蕴，又不失现代感。
这几年越来越火的一种风格。特点是简约、干净、利落，没有多余的装饰，用简洁的线条和色块来传递品牌气质。
适合什么样的品牌？
主打年轻消费群体的白酒品牌
主打小聚、小饮场景的轻白酒、小酒品牌
想走国际化路线的品牌
新派白酒、创新白酒品牌
这种风格的好处是，年轻、时尚、有现代感，容易吸引年轻人。而且简约的设计，辨识度往往更高。
但要注意，简约不等于简单。很多人以为简约就是少放点东西，其实不是。真正好的简约设计，每一个细节都经过反复推敲，少一分则寡淡，多一分则冗余。对设计师的要求特别高。
这几年高端白酒市场很火，轻奢风也跟着流行起来。特点是精致、高级、有质感，常用金属、烫金、压纹、特种纸等工艺，营造出一种低调奢华的感觉。
适合什么样的品牌？
主打高端市场的白酒品牌
主打高端送礼、商务宴请的品牌
定价在300元以上的中高端产品
想提升品牌调性的品牌
这种风格的好处是，显得特别高级、特别有档次，能有效提升产品的溢价能力。
但要注意，轻奢不等于堆料。不是说你用了烫金、用了特种纸，就是轻奢了。真正的轻奢，是细节的精致、是品味的体现。如果只是盲目堆料，很容易做得又土又俗，像个暴发户。
这几年文创风特别火，白酒行业也不例外。很多品牌开始做文创酒，把文化、故事、情怀融入到包装设计里，让白酒不只是酒，更是一种文化产品。
适合什么样的品牌？
有独特文化IP的品牌
主打收藏、纪念市场的品牌
想做话题营销、自带传播属性的品牌
想走差异化路线的中小品牌
这种风格的好处是，有故事、有话题、有传播性，容易在社交媒体上引起讨论。而且文创酒的溢价能力通常都很强。
但要注意，文创不是噱头。真正好的文创酒，文化和产品是融为一体的，不是硬贴上去的。如果只是为了文创而文创，消费者只会觉得你在割韭菜。
说了这么多风格，其实没有哪种是最好的，关键是要适合你的品牌定位、你的目标人群、你的价格带。选对了风格，包装才能发挥最大的作用。
既然白酒包装这么重要，那怎么选一家靠谱的白酒包装设计公司呢？
说实话，这个行业水挺深的。有真正懂白酒、有实力的团队，也有那种随便找几个设计师、什么都敢接的小工作室。
作为一个在这个行业摸爬滚打了10年的老人，我给你几个判断标准，你照着选，大概率不会踩坑。
白酒包装设计，和普通的包装设计，完全是两码事。
不懂白酒的设计师，他只会从"好不好看"的角度去做设计。而懂白酒的设计师，他会从白酒的品类特性、消费场景、目标人群、渠道特点等多个维度去思考。
比如，同样是白酒，流通渠道和餐饮渠道的包装要求就不一样；送礼和自饮的包装要求也不一样；高端酒和光瓶酒的包装逻辑更是天差地别。
这些东西，没做过白酒的设计师，他根本不懂。他做出来的包装，可能看起来挺好看，但就是卖不动。因为他不懂白酒这个行业的逻辑。
所以选白酒包装设计公司，第一要看的就是：他们有没有白酒行业的经验？做过多少白酒品牌？对这个行业了解多少？
我们艺琦设计做了这么多年，服务过不少白酒客户，从光瓶酒到高端礼盒酒都有。我们不敢说自己是最专业的，但至少我们懂白酒、懂这个行业的玩法。
这个问题，我在之前的文章里也说过，但在白酒行业，这个问题尤其严重。
你去市场上看看，多少白酒包装长得差不多？这个品牌用了个红色瓶，那个品牌也跟着用红色瓶；这个品牌火了个什么设计，立刻就有一堆人抄。
抄来的包装，能用吗？短期来看，可能能蹭点热度、省点钱。但长期来看，对你的品牌有百害而无一利。
第一，侵权风险。人家原创品牌是可以告你的。到时候钱没赚到，还赔一笔，得不偿失。
第二，没有品牌辨识度。消费者一看，"这不就是那个某某品牌的山寨版吗"，对你的品牌印象直接就降到谷底了。
第三，没有自己的品牌资产。你抄来抄去，永远都是在给别人做嫁衣，自己的品牌永远立不起来。
我们艺琦设计从成立第一天起，就坚持原创。每一个白酒项目，我们都是从零开始，根据客户的品牌特点、产品定位，做专属的原创设计。为什么？因为我们知道，只有原创的东西，才是真正属于客户的，才能帮客户打造出自己的品牌资产。
这一点太重要了。很多设计公司，电脑上的效果图做得特别好看，高端、大气、上档次。结果一打样，完全不是那么回事。颜色不对、材质不对、工艺做不出来……
为什么会这样？因为设计师不懂生产、不懂工艺、不懂材质。他只在电脑上画图，完全不考虑落地的问题。
白酒包装的工艺特别复杂。陶瓷瓶、玻璃瓶、纸盒、木盒、皮盒……不同的材质，有不同的工艺要求；烫金、烫银、压纹、UV、凹凸……每一种工艺，都有它的特点和局限。
如果设计师不懂这些，做出来的设计，要么工厂做不了，要么做出来成本高得离谱，要么做出来效果跟效果图差十万八千里。
我们艺琦设计为什么落地效果好？因为我们团队里有很多人都是在工厂待过的，懂印刷、懂工艺、懂材质。我们做设计的时候，就会把这些因素考虑进去。什么工艺能做、什么材质合适、成本大概多少……这些我们都会提前跟客户沟通好，不会让客户拿着设计稿去找工厂，结果到处碰壁。
而且我们还有长期合作的优质供应链，从设计到打样到生产，一条龙服务，客户不用操心。
很多人以为，白酒包装设计就是"我给你个酒，你给我画个包装"。
真不是这样的。
真正专业的白酒包装设计，前面有一大半的工作是策划。这个酒卖给谁？在什么场景喝？核心卖点是什么？和竞品的差异在哪里？用什么风格？用什么材质？……这些问题没想清楚，上来就画图，那画出来的东西就是空中楼阁，好看但没用。
我们做白酒包装项目，流程是这样的：
市场调研和竞品分析——先搞清楚市场是什么样的、对手是什么样的
品牌定位和产品定位——搞清楚你是谁、你卖给谁、你有什么不一样
消费人群画像——搞清楚你的消费者是谁、他们喜欢什么、在意什么
核心卖点提炼——你的酒好在哪、怎么说才能打动消费者
风格和创意方向——用什么风格、什么创意，才能既符合定位，又有辨识度
视觉设计——这才开始画图
结构和工艺设计——瓶型、盒型、材质、工艺
团队评估和优化——大家一起挑毛病、改方案
打样和调整——做出来看看，再优化
最终交付
你看，真正画图的环节，其实只占整个流程的一小部分。前面的策划工作，才是决定包装能不能卖货的关键。
所以你选白酒包装设计公司的时候，一定要问问他们的工作流程。如果他们说"你把需求告诉我，我一周就能给你出图"，那你就要警惕了。这么快的速度，大概率是没做策划、直接套模板的。
<span data-lark-record-data="{"isCut":false,"rootId":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","parentId":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","blockIds":[4,5,6,7,8,9,10,11,12,13,14,15,16,17,18,19,20,21,22,23,24,25,26,27,28,29,30,31,32,33,34,35,36,37,38,39,40,41,42,43,44,45,46,47,48,49,50,51,52,53,54,55,56,57,58,59,60,61,62,63,64,65,66,67,68,69,70,71,72,73,74,75,76,77,78,79,80,81,82,83,84,85,86,87,88,89,90,91,92,93,94,95,96,97,98,99,100,101,102,103,104,105,106,107,108,109,110,111,112,113,114,115,116,117,118,119,120,121,122,123,124,125,126,127,128,129,130,131,132,133,134,135,136,137,138,139,140,141,142,143,144,145,146,147,148,149,150,151,152,153],"recordIds":["doxcngbYjNid7KsnlKQwuOvcT3F","doxcnPRWW4ieqW6vCVvjiJACRDg","doxcnn7cTqWtNxaVhIYWqhAPUJh","doxcnJVtmQU5x9Qr4p7glA2H7Rh","doxcnLPazlfapO2JZYny0RXZLIb","doxcntYBRtkvvdoeMLOACkCLZti","doxcn8C0MyuHeFpakekMcAvBsWA","doxcnsW7acpk1wNLkwYCHP8avtg","doxcnqoojl1dS8t986psMPSEG2e","doxcnkBnsAMt4B77hqesINB6Juf","doxcncHjLrU40oRXOiQNi3nlvin","doxcnLW67SDEdtYvaAHNi7uMNHI","doxcnvH0rvC82d5kx5sKcpwxVgX","doxcn0fz5tY1axqkXWuhY1ZrvFd","doxcndtJVAPdIqbzz28C4XpWp1W","doxcnJ9loePwzkM3A5zM3aLxWqh","doxcnsZgiGE5WfZTYTcqbEf2aLh","doxcntAc2jjXgx4uumQOE16D85c","doxcnUZzTI4s6sIJHvV3Yyc0lPe","doxcnJ9ISwEN6bkgARXwKhzS01d","doxcnPc5OmkC8V1fOI9S8PK8rFd","doxcnoKM2pZQypbqPveLd2DthKe","doxcn4RdnNQJL2DumNVT6amilke","doxcnMLG2HO2TJKemegelQli1Yg","doxcnrT52ky8k8ivvM1KnJ20Zng","doxcnicj6egZ9NfDQKh15XXNxyf","doxcnhvC2KkJ3q6Zi5J2WUBNB0f","doxcnJaex6gQaBnuTH0qXWmR2bb","doxcn0iZ0SZsfp3VbeM7zHMlcie","doxcnQxfJQBXf93K0Mste9EhlZT","doxcnZX2r7yBD3ysPVxwwMIb6eh","doxcnt8fDbYbCDcwKVn1DuIgLMb","doxcnTW8t4dkXBajLQonSEWgLbd","doxcn8REhJ8VMUw3tkhYs2KkjOe","doxcnw1cpeBm91G6KPEMmPOdicd","doxcnfmadk9V0zOW4TGoWWV9cFY","doxcnUHy6XHW3lfjcLjq6MWYEqb","doxcnx8JFiv1mYPhLISNtsJkG4b","doxcnnFKRHdUH3pkXlgAn8Ddrme","doxcnIF8RQz1y32oIliRTvUTDic","doxcn5mNiZ2EmVYJjZbSah4T1fd","doxcnb3dfFe9rjkFBhsDpq7dcpc","doxcnG0fskJNsPnDYjFmBndZl2g","doxcnSIfeEEjlYiNiSrYPPSGKKe","doxcnw9XggO50anrnui0HZ8h1Xc","doxcnJJoqulmll72HVseA50Xzwb","doxcnkiSBGCkcuY2ZqeRP0Jmzlg","doxcntJA6vBZeMYVmAe4t5oZASg","doxcnJAA8LQWA2TSAuptTDTvfFc","doxcnYuAmv4eAUyYiCpkS6bacKf","doxcn0sE29MS6JQaXkJYcTodGZf","doxcnrVVnpW7ZOdZVnyXOrVbHBD","doxcnjMPbvITH9uWll4xUBgplAg","doxcnC7bqmahOlVPClkT7IXM6cf","doxcnpG6l1bzv2gj34vAUjpv0Xg","doxcnylGpAfSjAl2zTZfoPoDVO6","doxcnrllYFbVgQaJeVwKDqcCrFf","doxcnf8DtHnI7lXvHE4HXCJoFfc","doxcnUlI7YU0b2DbNYOQH1GYXgX","doxcn9KVejktwyi7oLtYdI5gI8g","doxcnGxdCLwSKcoe4FkFPasalIY","doxcnC8S2hhpMu8tt42KiYPSeub","doxcnQtZCy13xcfGmXhVnRS66lc","doxcngpdjcgoPUURFIH6Ln4RBIb","doxcnF2prI0xeB9TPOVapLLUBab","doxcnlMelcqiBVXBL4MtvGCMamd","doxcnYbBcQdpuN813PPkFCXBhjc","doxcnAhLgGuUxS5sHecUMYkDELf","doxcnXM3y651BmS0R8CGEnTkVGc","doxcnlCMnqbzlsGdRR2ns8iNYWe","doxcnd3rW9FXyevi3MBMcVnYlug","doxcnql3VdUSIp7Vud23YiSjsBf","doxcnb2Qv5E6v75vlUdzXb1Jecc","doxcnAwfbUJIlOV5HmIBeRazzwb","doxcncKe7MrRcvWRkRlFK13Hq0e","doxcnaoqMbeIotsy7N8HVkNT5dh","doxcnqMUoNg3ceNudDNq7MYXJzc","doxcnhY7mkZZIgyBLSTTTcPyjeO","doxcnkHW7wY7GoAcLN3OeB50qrc","doxcnEW6Ec9VDezeCQ6YPg4JydQ","doxcnVel0cmaappc4WC1Cof1G5f","doxcnpKRUmf63n5U4V9XsiDcbLc","doxcnaZF0edU0uXwFdLJMigy4Mh","doxcnrcdmy5gGyjqYhZ2mJ8iOdh","doxcn4msUceI7RPjGt4o06nzFgf","doxcnevyS8aG01EqQjUSEbrQCDA","doxcnnyogDFFoR8zbeUaWcAqkvh","doxcnzemhmM0wQz9GZ47LMOliCh","doxcnzYhSnXzV82vmN06ZfFxfch","doxcnMLg9MslOh0eeXbwnU06NCh","doxcnedTLagl8MWct4ojf5hdr6g","doxcnhjmMS7QgloCkxKDH5zmYld","doxcnQs7rdtsKaFNqLdJ2vSxxme","doxcneLjcnNj8laWK2bYCK7EVFc","doxcnIyYEFq7jF5BPVLkkewCYOf","doxcnuKqc7oyikFZSkBX4EFGodw","doxcnsZIa91lGPax5nc1Tsl4fYc","doxcnDdq9Ti4vO0eg3RHooDc3sc","doxcnqVFhNrpgH8R3Y4tyDtCgrg","doxcnnelHDpBQJiefaDG6nzm3ee","doxcnkjbmc00zgaFKAweg3exE7c","doxcnmvvxka1f6BOZEZpB4MIDMg","doxcn3N3zVyrcpNErsVGuOnClYb","doxcnyXLalZSFFxAuzno0OXOFkd","doxcnmsNQk2EodIAcbkBN6BGN5f","doxcnps8yOWfw5CRQIVxQTZM0hb","doxcnAI2lPuH8yeRmL7Qs1X31YU","doxcntuLY2SQFqloGiYEy8VQrfb","doxcn8b8qU39zPpmokYJjKPreih","doxcnPvyzPGcWEptzPCWwZmyohf","doxcnQI8XiRh3cbhW4OQG617zSh","doxcnRBryoDypXycIT2n9lSQbQg","doxcn8Wa3rrEBAfMjDOuaVaYvke","doxcnJap4AeXqfmVZ4xiATr0adh","doxcnantsV1C8RHBLVGuCM6teSc","doxcnzUkwaEKEtEpnJYOTEFLVQg","doxcnb19n3TEmDEeDLeeSHdwfag","doxcnrc2Y1YmYOqRncCDbCYbnbg","doxcnjyJQoR0YDcXUnhu3Lt0jle","doxcnmv6RVcA0QufyeRVceP3I5c","doxcnwlWYOh50OsGGRdCX6CWG0c","doxcn8vj3YPbbodri6bNVWesSmb","doxcnRKMlen6Zc7igSadyxQZP0g","doxcnFcV9rrNaI7Rr0YEu7BG7nH","doxcnIcRiFnQaDHbcRr7Lwkyfec","doxcnzKOriSECxnbF0MqyOjdtdh","doxcnnLwHoR0PiEyqnO9Y0QwPVh","doxcnTFSi5laShomuurKXyOBAOd","doxcnHcBeFSzARFTmP8NWNWXRKc","doxcnFK2CNupXkYpcgvOMDrOdS7","doxcn3srbobrFOIUYtj7s8bV6Uf","doxcn2ax4RK5KKdk4R5wt0ngxnd","doxcnD1W5TGcEDSboyiWKZsPWag","doxcn5P0R5IUD643W3Q2N0h46Pb","doxcnWXYDb4yiJROCTUaU14oVHe","doxcn0ORXhQbGbaz0aXwKQWfK4b","doxcnI7Ph3etvYzzhDDhZcBXcWf","doxcn2XketMIpfmxO9oa1mEVO8B","doxcnyndyKqe0xc2TtXuJDjE7Xg","doxcnCTAyt6vutvsZ6Q0WFOqKCb","doxcnMbF2IatEuikGs2FqcpsDye","doxcnFgCejOZVIXoURoR9Shv8eb","doxcnCeKaY1mg8CdIwMs9oxodBe","doxcnpgf6Y3QwI6VrmYDd6Et6yc","doxcneq7nU6RL9V8ZBbCrSeYNug","doxcnwgn7om6haFfQhD7IxGsieg","doxcnCsEUboxU5O9ZKl079vt1jh","doxcneGqBs55kFPRXb7MP8z0DTd","doxcnFsDqExvGg8annp8DowwNfe","doxcnNFH9XGwnoKDouk21rkchHc"],"recordMap":{"doxcngbYjNid7KsnlKQwuOvcT3F":{"id":"doxcngbYjNid7KsnlKQwuOvcT3F","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"initialAttributedTexts":{"text":{"0":"做了这么多年设计，我发现一个特别有意思的现象：别的产品，客户会跟你聊功能、聊质量、聊性价比；但白酒这个品类，客户第一句话往往是——\"你帮我设计得显得贵一点。\""},"attribs":{"0":"*0+27"}},"apool":{"numToAttrib":{"0":["author","7620778958921042891"]},"nextNum":1}},"align":"left"}},"doxcnPRWW4ieqW6vCVvjiJACRDg":{"id":"doxcnPRWW4ieqW6vCVvjiJACRDg","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+2e"},"text":{"0":"话糙理不糙。白酒这个东西，太特殊了。它不是刚需品，不是快消品，它是社交货币，是面子，是人情世故。同样一瓶酒，包装不一样，在酒桌上的地位就不一样，在消费者心里的价值就不一样。"}}},"align":"left"}},"doxcnn7cTqWtNxaVhIYWqhAPUJh":{"id":"doxcnn7cTqWtNxaVhIYWqhAPUJh","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+39"},"text":{"0":"今天这篇文章，我就以一个在义乌做了10年包装设计、服务过不少白酒品牌的老兵身份，跟你好好聊聊白酒包装设计那些事儿。怎么才能做出既有文化感、又有卖货能力的白酒包装？怎么选一家靠谱的白酒包装设计公司？以及，那些年我们踩过的坑、总结的经验。"}}},"align":"left"}},"doxcnJVtmQU5x9Qr4p7glA2H7Rh":{"id":"doxcnJVtmQU5x9Qr4p7glA2H7Rh","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+1w"},"text":{"0":"如果你是做白酒的，或者正在考虑做白酒品牌，这篇文章一定要看完。不敢说让你立刻成为行业大佬，但至少能帮你避开90%的坑，少花几十万冤枉钱。"}}},"align":"left"}},"doxcnLPazlfapO2JZYny0RXZLIb":{"id":"doxcnLPazlfapO2JZYny0RXZLIb","snapshot":{"type":"divider","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891"}},"doxcntYBRtkvvdoeMLOACkCLZti":{"id":"doxcntYBRtkvvdoeMLOACkCLZti","snapshot":{"type":"heading2","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+n"},"text":{"0":"一、别小看白酒包装，它真的能决定一瓶酒值多少钱"}}},"align":"left"}},"doxcn8C0MyuHeFpakekMcAvBsWA":{"id":"doxcn8C0MyuHeFpakekMcAvBsWA","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+11"},"text":{"0":"我知道很多做酒的老板心里都有个想法：\"酒质才是王道，包装嘛，差不多就行。\""}}},"align":"left"}},"doxcnsW7acpk1wNLkwYCHP8avtg":{"id":"doxcnsW7acpk1wNLkwYCHP8avtg","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+b"},"text":{"0":"这话对吗？对，也不对。"}}},"align":"left"}},"doxcnqoojl1dS8t986psMPSEG2e":{"id":"doxcnqoojl1dS8t986psMPSEG2e","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+1e"},"text":{"0":"酒质当然重要，这是基础。但问题是，消费者在买酒之前，他喝不到啊！他怎么判断这酒好不好、值不值这个价？"}}},"align":"left"}},"doxcnkBnsAMt4B77hqesINB6Juf":{"id":"doxcnkBnsAMt4B77hqesINB6Juf","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+4"},"text":{"0":"靠包装。"}}},"align":"left"}},"doxcncHjLrU40oRXOiQNi3nlvin":{"id":"doxcncHjLrU40oRXOiQNi3nlvin","snapshot":{"type":"heading3","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+j"},"text":{"0":"1. 白酒是\"面子消费\"，包装就是面子"}}},"align":"left"}},"doxcnLW67SDEdtYvaAHNi7uMNHI":{"id":"doxcnLW67SDEdtYvaAHNi7uMNHI","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+g"},"text":{"0":"中国人喝酒，喝的从来就不只是酒。"}}},"align":"left"}},"doxcnvH0rvC82d5kx5sKcpwxVgX":{"id":"doxcnvH0rvC82d5kx5sKcpwxVgX","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+1y"},"text":{"0":"商务宴请，你拿什么酒，代表了你对客人的重视程度；走亲访友，你送什么酒，代表了你对这份情谊的看重；朋友聚会，你开什么酒，代表了你的品味和身份。"}}},"align":"left"}},"doxcn0fz5tY1axqkXWuhY1ZrvFd":{"id":"doxcn0fz5tY1axqkXWuhY1ZrvFd","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+p"},"text":{"0":"而这一切，在酒还没开瓶之前，全是通过包装来传递的。"}}},"align":"left"}},"doxcndtJVAPdIqbzz28C4XpWp1W":{"id":"doxcndtJVAPdIqbzz28C4XpWp1W","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+2n"},"text":{"0":"我有个客户，做白酒的，之前的包装特别土，就是个玻璃瓶，贴个标签，卖88块钱一瓶，卖不动。后来找我们重新做了包装，用了陶瓷瓶，加了礼盒，设计得特别有质感，卖198块钱一瓶，结果销量反而上去了。"}}},"align":"left"}},"doxcnJ9loePwzkM3A5zM3aLxWqh":{"id":"doxcnJ9loePwzkM3A5zM3aLxWqh","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+11"},"text":{"0":"你说这是为啥？酒还是那个酒，就换了个包装，消费者就愿意多花100多块钱买？"}}},"align":"left"}},"doxcnsZgiGE5WfZTYTcqbEf2aLh":{"id":"doxcnsZgiGE5WfZTYTcqbEf2aLh","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+2j"},"text":{"0":"因为包装给了消费者\"面子\"。198的酒，包装看起来像300多的，拿出去请客、送礼，有面子，消费者就觉得值。而之前那个88的包装，看起来像50块钱的，拿出去觉得丢面子，再便宜也没人买。"}}},"align":"left"}},"doxcntAc2jjXgx4uumQOE16D85c":{"id":"doxcntAc2jjXgx4uumQOE16D85c","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+1b"},"text":{"0":"这就是白酒包装的魔力。它不是简单的\"容器\"，它是产品价值的\"放大器\"，是消费者\"面子\"的载体。"}}},"align":"left"}},"doxcnUZzTI4s6sIJHvV3Yyc0lPe":{"id":"doxcnUZzTI4s6sIJHvV3Yyc0lPe","snapshot":{"type":"heading3","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+g"},"text":{"0":"2. 包装是白酒的\"第一销售员\""}}},"align":"left"}},"doxcnJ9ISwEN6bkgARXwKhzS01d":{"id":"doxcnJ9ISwEN6bkgARXwKhzS01d","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+1o"},"text":{"0":"你去烟酒店看看，货架上密密麻麻全是白酒，几十上百个品牌。消费者站在货架前，他不可能每瓶都打开尝尝，他只能通过包装来判断。"}}},"align":"left"}},"doxcnPc5OmkC8V1fOI9S8PK8rFd":{"id":"doxcnPc5OmkC8V1fOI9S8PK8rFd","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+1d"},"text":{"0":"哪个包装看起来有档次、有眼缘，他就会拿起来看看；哪个包装看起来普普通通，他可能连看都不会多看一眼。"}}},"align":"left"}},"doxcnoKM2pZQypbqPveLd2DthKe":{"id":"doxcnoKM2pZQypbqPveLd2DthKe","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+1z"},"text":{"0":"这就是白酒行业的\"3秒定律\"——消费者在货架前，给你的时间只有3秒钟。3秒钟之内，你的包装没能抓住他的眼球，他就走了，你连被了解的机会都没有。"}}},"align":"left"}},"doxcn4RdnNQJL2DumNVT6amilke":{"id":"doxcn4RdnNQJL2DumNVT6amilke","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+1d"},"text":{"0":"所以啊，白酒包装设计的第一要务，就是\"抓人\"。要在琳琅满目的货架上，一眼就被看到、被记住、被拿起。"}}},"align":"left"}},"doxcnMLG2HO2TJKemegelQli1Yg":{"id":"doxcnMLG2HO2TJKemegelQli1Yg","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+1p"},"text":{"0":"怎么才能抓人？不是越花哨越好，也不是越贵越好，而是要有辨识度、有记忆点、有自己的风格。让消费者在一堆酒里，一眼就能认出你。"}}},"align":"left"}},"doxcnrT52ky8k8ivvM1KnJ20Zng":{"id":"doxcnrT52ky8k8ivvM1KnJ20Zng","snapshot":{"type":"heading3","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+c"},"text":{"0":"3. 好包装自带溢价能力"}}},"align":"left"}},"doxcnicj6egZ9NfDQKh15XXNxyf":{"id":"doxcnicj6egZ9NfDQKh15XXNxyf","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+o"},"text":{"0":"很多老板算不清这笔账：花几万块钱做个包装，值吗？"}}},"align":"left"}},"doxcnhvC2KkJ3q6Zi5J2WUBNB0f":{"id":"doxcnhvC2KkJ3q6Zi5J2WUBNB0f","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+1q"},"text":{"0":"我给你算笔账。假设你的酒成本是30块钱，原来卖88，一瓶赚58。换了新包装之后，卖198，一瓶赚168。每瓶多赚110块钱。"}}},"align":"left"}},"doxcnJaex6gQaBnuTH0qXWmR2bb":{"id":"doxcnJaex6gQaBnuTH0qXWmR2bb","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+1d"},"text":{"0":"你卖1000瓶，就多赚11万；卖1万瓶，就多赚110万。而一套好的包装设计，可能几万块钱就搞定了。"}}},"align":"left"}},"doxcn0iZ0SZsfp3VbeM7zHMlcie":{"id":"doxcn0iZ0SZsfp3VbeM7zHMlcie","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+b"},"text":{"0":"这笔账，怎么算都划算。"}}},"align":"left"}},"doxcnQxfJQBXf93K0Mste9EhlZT":{"id":"doxcnQxfJQBXf93K0Mste9EhlZT","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+1p"},"text":{"0":"而且这还只是直接的利润。好的包装，还能提升品牌形象、带来口碑传播、吸引更多经销商……这些间接的价值，更是没法用钱来衡量的。"}}},"align":"left"}},"doxcnZX2r7yBD3ysPVxwwMIb6eh":{"id":"doxcnZX2r7yBD3ysPVxwwMIb6eh","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+1a"},"text":{"0":"所以啊，别把包装设计当成本，要把它当投资。一笔好的包装设计投入，能给你带来十倍、百倍的回报。"}}},"align":"left"}},"doxcnt8fDbYbCDcwKVn1DuIgLMb":{"id":"doxcnt8fDbYbCDcwKVn1DuIgLMb","snapshot":{"type":"divider","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891"}},"doxcnTW8t4dkXBajLQonSEWgLbd":{"id":"doxcnTW8t4dkXBajLQonSEWgLbd","snapshot":{"type":"heading2","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+j"},"text":{"0":"二、好的白酒包装设计，要具备这4个特质"}}},"align":"left"}},"doxcn8REhJ8VMUw3tkhYs2KkjOe":{"id":"doxcn8REhJ8VMUw3tkhYs2KkjOe","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+t"},"text":{"0":"说了这么多白酒包装的重要性，那到底什么样的白酒包装才算好？"}}},"align":"left"}},"doxcnw1cpeBm91G6KPEMmPOdicd":{"id":"doxcnw1cpeBm91G6KPEMmPOdicd","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+18"},"text":{"0":"在我看来，一个优秀的白酒包装设计，至少要具备这4个特质：文化感、品质感、辨识度、仪式感。"}}},"align":"left"}},"doxcnfmadk9V0zOW4TGoWWV9cFY":{"id":"doxcnfmadk9V0zOW4TGoWWV9cFY","snapshot":{"type":"heading3","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+j"},"text":{"0":"1. 文化感：白酒卖的不只是酒，是文化"}}},"align":"left"}},"doxcnUHy6XHW3lfjcLjq6MWYEqb":{"id":"doxcnUHy6XHW3lfjcLjq6MWYEqb","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+1f"},"text":{"0":"中国的白酒，从来就不是单纯的酒精饮料。它承载着几千年的文化，是中国人情社会的润滑剂，是传统文化的载体。"}}},"align":"left"}},"doxcnx8JFiv1mYPhLISNtsJkG4b":{"id":"doxcnx8JFiv1mYPhLISNtsJkG4b","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+i"},"text":{"0":"所以，好的白酒包装，一定要有文化感。"}}},"align":"left"}},"doxcnnFKRHdUH3pkXlgAn8Ddrme":{"id":"doxcnnFKRHdUH3pkXlgAn8Ddrme","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+16"},"text":{"0":"什么是文化感？不是随便印个龙、画个凤、写几个毛笔字就叫有文化了。那叫堆砌，不叫文化。"}}},"align":"left"}},"doxcnIF8RQz1y32oIliRTvUTDic":{"id":"doxcnIF8RQz1y32oIliRTvUTDic","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+2c"},"text":{"0":"真正的文化感，是把文化融入到设计的骨子里。比如，从中国传统美学里汲取灵感，把书法、国画、瓷器、建筑这些元素，用现代的设计语言重新演绎，既有传统的韵味，又不失现代的审美。"}}},"align":"left"}},"doxcn5mNiZ2EmVYJjZbSah4T1fd":{"id":"doxcn5mNiZ2EmVYJjZbSah4T1fd","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+2d"},"text":{"0":"我特别喜欢的一个白酒品牌，他们的包装就做得特别好。没有用那些烂大街的龙啊凤啊，而是用了宋代山水画的意境，简约、淡雅、有韵味。拿在手里，你就觉得这酒有故事、有底蕴、有文化。"}}},"align":"left"}},"doxcnb3dfFe9rjkFBhsDpq7dcpc":{"id":"doxcnb3dfFe9rjkFBhsDpq7dcpc","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+v"},"text":{"0":"这样的包装，消费者愿意为它买单，也愿意为它背后的文化价值买单。"}}},"align":"left"}},"doxcnG0fskJNsPnDYjFmBndZl2g":{"id":"doxcnG0fskJNsPnDYjFmBndZl2g","snapshot":{"type":"heading3","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+i"},"text":{"0":"2. 品质感：从包装就能看出酒的档次"}}},"align":"left"}},"doxcnSIfeEEjlYiNiSrYPPSGKKe":{"id":"doxcnSIfeEEjlYiNiSrYPPSGKKe","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+v"},"text":{"0":"消费者判断一瓶酒值不值钱，最直接的方式就是看包装有没有品质感。"}}},"align":"left"}},"doxcnw9XggO50anrnui0HZ8h1Xc":{"id":"doxcnw9XggO50anrnui0HZ8h1Xc","snapshot":{"type":"text","parent_id":"OKCcdz4v7oDE1ZxBdomc4F2CnFM","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"7620778958921042891","children":[],"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","7620778958921042891"]}},"initialAttributedTexts":{"attribs":{"0":"*0+2b"},"text":{"0":"什么是品质感？不是材料越贵越好，也不是工艺越复杂越好，而是整体的质感——材质的选择、工艺的细节、色彩的搭配、字体的选用……所有细节加在一起，传递出一种\"高级\"的感觉。"}}},"align"
