Analysis of Inner Mongolian Baijiu Label Design in Terms of Cultural Value

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  • 文化価値の観点からの内モンゴル白酒ラベルデザインの分析
  • ブンカ カチ ノ カンテン カラ ノ ウチモンゴル シロザケ ラベルデザイン ノ ブンセキ

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Abstract

To showcase local culture and raise the competitiveness of Inner Mongolian baijiu through packaging design, this study investigated several Inner Mongolian companies and 311 Inner Mongolian baijiu packaging, packaging design problems of Inner Mongolian baijiu were identified. The following conclusion was reached after research and analysis of Chinese drinking habits and 575 packages of baijiu across China: "The value of baijiu is to build social relationships. The packaging is a medium for exhibiting those values". An analysis of questionnaire surveys of 1,388 people showed that the value of Inner Mongolian culture was as follows: "It is a value different from and complementary to urban culture, and is formed based on a unique natural and cultural environment". It was suggested that "the package design should be done from the perspectives of local cultural values of Inner Mongolian baijiu" and that "the design should emphasize the combination of concrete symbols and abstract symbols".

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