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欧洲Alfred Weiss及其团队在二十世纪七十年代发起的GREEN BEAUTY(EHB)(绿色美丽运动),倡导一种大环保概念,即生态、健康和美。这种概念影响到他们的产品包装设计中,一直到现在。日本的MUJI(无印良品)概念,是日本在上世纪八十年代国内经济衰退、能源危机爆发的大背景下提出的一个设计概念,在短短的近十年内,风靡国内,上世纪九十年代其产品进入欧洲市场。无印良品的概念旨在淡化品牌,节约能源,降低无谓的成本,简化印刷。反观中国当下的白酒包装设计,无论从瓶型到外包装设计,从透明pvc到木质材料,没有从材料的环保出发,极尽奢华。因此,对中国白酒包装的批判,提倡环保,是本文的基本目的。
GREEN BEAUTY (EHB), launched by European Alfred Weiss and his team in the 1970s, advocates a greenest concept that is ecological, healthy and beautiful. This concept affects their product packaging design until now. Japan’s concept of MUJI (MUJI) is a design concept put forward by Japan in the context of the domestic economic recession and the energy crisis in the 1980s. In just a short period of nearly a decade, Japan has become popular in the world. At the age of 90 Its products enter the European market. The concept of Muji aims to dilute the brand, save energy, reduce unnecessary costs, simplify printing. The other hand, the current white wine packaging design in China, from the bottle to the packaging design, from transparent pvc to wood materials, did not proceed from the environmental protection of materials, extravagant. Therefore, the critique of Chinese white wine packaging, environmental protection, is the basic purpose of this article.