以诗为媒的本土陶瓷红酒瓶包装创新设计研究

贾璟; 周姿含; 余婕; 徐显超

doi:10.19554/j.cnki.1001-3563.2026.12.020

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包装工程（设计栏目） ›› 2026, Vol. 47 ›› Issue (12) : 252-263. DOI: 10.19554/j.cnki.1001-3563.2026.12.020

视觉传达设计

以诗为媒的本土陶瓷红酒瓶包装创新设计研究

贾璟¹, 周姿含^1,*, 余婕², 徐显超¹

作者信息 +

Innovative Design of Local Ceramic Wine Bottle Packaging with Poetry as a Medium

JIA Jing¹, ZHOU Zihan^1,*, YU Jie², XU Xianchao¹

Author information +

文章历史 +

摘要

目的在西方长期建立的红酒瓶包装秩序垄断背景下,本研究以中国宁夏葡萄酒品牌“神奇之鸟”的实践合作为案例,深入探讨了能彰显我国本土葡萄酒文化的酒瓶包装设计方法及流程。方法鉴于无形文化研究匮乏且更具挑战,本文基于诗歌文学二分法,着重强调了其客观面的文本价值属性。提出了一种从本土诗歌文本映射图像中链接无形文化产品的方法,该方法更加注重产品与文化的适配度。结果研究证实,以诗歌为媒介能凸显宁夏红酒包装设计的本土文化辨识度。结论转译诗歌文本映射图像的设计方法能有效呈现无形文化,该研究为我国葡萄酒研发人员及相关设计研究者提供具有实际参考价值的洞见。

Abstract

The work aims to take the practical collaboration with the Ningxia wine brand "Magicbird (Shen Qi Zhi Niao)" as a case to delve into wine bottle packaging design methods and processes that effectively showcase China's indigenous wine culture, against the backdrop of the long-established hegemony of Western wine bottle packaging norms. Given the scarcity and greater challenge of researching intangible culture, this paper, based on the poetry-literature dichotomy, placed particular emphasis on the objective textual value dimension of poetry. A method for linking intangible cultural products through the mapping of imagery derived from local poetic texts was proposed, with a stronger focus on cultural congruence. The findings confirmed that using poetry as a medium could significantly enhance the local cultural distinctiveness of Ningxia wine packaging design. The design approach of translating textual mappings from poetry proves effective in presenting intangible culture. This research provides practical insights with tangible reference value for wine developers and design researchers in China.

导出引用1

贾璟, 周姿含, 余婕, 徐显超. 以诗为媒的本土陶瓷红酒瓶包装创新设计研究[J]. 包装工程. 2026, 47(12): 252-263 https://doi.org/10.19554/j.cnki.1001-3563.2026.12.020

JIA Jing, ZHOU Zihan, YU Jie, XU Xianchao. Innovative Design of Local Ceramic Wine Bottle Packaging with Poetry as a Medium[J]. Packaging Engineering. 2026, 47(12): 252-263 https://doi.org/10.19554/j.cnki.1001-3563.2026.12.020

中图分类号： TB472

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