现代包装设计中品牌认知的视觉语境构建  

Visual-Context Construction of Brand Cognitive in Modern Packaging Design

作　　者：裴朝军[1] 张旗[1] 

机构地区：[1]北京联合大学师范学院,北京100011

出　　处：《包装工程》2012年第14期5-8,26,共5页Packaging Engineering

基　　金：北京市教委人文社会科学面上项目(KM201111417005)

摘　　要：以消费者常根据品牌的熟悉程度来决定购买行为为启示,分析了消费者对包装的认知情感需求,从色彩、文字、图形、结构和造型五方面,论述了现代包装设计中品牌认知的视觉语境构建,提出了包装作为商品和消费者之间的交流媒介,要根据消费者对商品的心理需求,谋略出适合的表现策略,引导消费者树立对品牌的信念,促进商品品牌认知的建立。Taking the consumers often making a decision of buying something according to brand familiarity as the inspiration, it analyzed the cognitive emotion needs on the packaging of the consumer. From the five aspects-the color, text, graphics, structure and form, it discussed the visual context construction of brand cognition in modem packaging design, and put forward packaging as a communication medium between commodity and consumers, according to the psychological needs of consumer for goods, and should design a suitable method to show to the consumers, guide the consumers to establish the brand＇ s belief, and to promote forming the brand cognitive.

关 键 词：包装设计 品牌认知 视觉语境 

分 类 号：J524.2[艺术—艺术设计]