符号学在品牌包装与CI设计中的应用研究  

Application Research of Semiotics in Packaging and Brand CI Design

作　　者：邢明[1] 罗亚明[2] 苏靓[2] 

机构地区：[1]广州华南农业大学,广州510640 [2]湖南工业大学,株洲412008

出　　处：《包装工程》2009年第4期144-147,共4页Packaging Engineering

摘　　要：运用符号学原理对品牌包装与CI设计展开分析研究,探讨品牌传播与符号的关系、品牌包装视觉设计的构成要素及其符号功能;并针对符号消费社会,市场营销的符号化趋势,提出开拓品牌包装与CI设计的符号差异化的对策,探索进行现代包装设计创新的新思路、新途径、新方法。Brand packaging and CI design was studied with principle of semiotics. The relation between brand propagation and symbol, the elements of brand packaging visual design, and the function of symbol were discussed. The differential countermeasures for brand packaging and CI design were put forward according to consumer society and the symbolization trend of marketing. New ideas, new approaches and new methods for modern packaging design were discussed.

关 键 词：符号学 品牌传播 包装设计 CI设计 差异化 

分 类 号：TB482[一般工业技术—包装工程]