产品包装品牌化设计研究  

Research on Branding of Product Packaging Design

作　　者：樊传果[1,2] 钱晨 Fan Chuanguo;Qian Chen

机构地区：[1]江苏师范大学文化创意产业研究院 [2]江苏师范大学传媒与影视学院

出　　处：《文化产业研究》2020年第3期262-276,共15页Cultural Industry Research

基　　金：国家社科基金项目“文化创意产业发展与品牌传播研究”(13BH079)的后续研究成果

摘　　要：产品包装作为形式产品,是消费者最重要的品牌接触点,具有提升商品力、传达力、品牌力的价值;产品包装品牌化,是品牌化建设的重要组成部分和品牌化传播的集中体现,是品牌形象塑造和品牌价值创造的重要手段。在产品包装品牌化设计过程中,不仅要使包装具有功能性、标识性、艺术性,还要符合品牌定位,契合消费者品牌审美,彰显品牌文化;更重要的是要基于顾客感知价值进行产品包装品牌化设计,准确把握品牌化的功能结构设计、视觉传达设计和情感联想设计,让消费者通过产品包装品牌化感知到产品价值和品牌价值。As a form of product,packaging is the most important point for consumers to touch brand,which has a value of enhancing the power of commodity,of communication and of brand.The branding of product packaging is an important part of brand building and the concentrated embodiment of branding communication.It plays the essential role in building brand image and brand values.In the process of product packaging branding design,it is not only necessary to make the packaging functional,iconic,and artistic,but also to conform to the brand positioning,conform to consumer brand aesthetics,and highlight brand culture.More importantly,product packaging brand design must be based on customer perceived value,and the branded functional structure design,visual communication design and emotional association design should be accurately grasped,so that consumers can perceive product value and brand value through product packaging branding.

关 键 词：产品包装 品牌化 包装设计 品牌价值 顾客感知价值 

分 类 号：TB482[一般工业技术—包装工程]