HOW DOES CULTURE CONTRIBUTE TO LIQUOR PACKAGES

Analysis of the Characteristics of Cultural Beauty in Chinese Liquor Packages

Abstract

This article analyzes how the characteristics of cultural beauty in China influence Chinese liquor packages (CLP). We formulate a framework for the liquor package communication process and then analyze it with two processes. In analyzing the design process, we first compare the characteristics of four main Chinese culture categories to propose that different cultural sources lead to unlikely cultural beauty, which makes CLP appear more diverse. Second, we argue that culturally designed liquor packages (CDLP) involve three component levels; these are not only graphic and structural components, but also spiritual components, they work together to stage cultural appeal. Third, we state that CDLP have both denotative and connotative symbolic levels: the former resulting in obvious, general meanings, and the latter resulting in more extensive, personal meanings. Regarding the customer's response process, we propose that because of a relatively complex and meaningful perception process, compared with non-culturally designed liquor packages, CDLP generates customers' more cognitive and aesthetic pleasure. Moreover, CDLP generates better memory retention and recollection, resulting in a more impressive brand image.