提升土特产南果梨品牌形象的包装设计  

Research for Improvement in the Package Design for Nanguo Pear's Brand Image

作　　者：沈涛[1] 付野[1] 

机构地区：[1]鞍山师范学院美术学院,辽宁鞍山114007

出　　处：《鞍山师范学院学报》2012年第4期99-101,共3页Journal of Anshan Normal University

基　　金：辽宁省社科联2012年度辽宁经济社会发展立项课题(2012LSLKTZIGLX-01)

摘　　要：在现代商品彼此缺少个性特点、同质化现象日趋严重的今天,包装设计已经成为商品流通中在同质化现象大环境里脱颖而出的重要手段,同时包装设计可以提升商品的品牌效应,品牌形象理念能造就成功的包装设计,美观的包装设计又是产品推广的催化剂.本文通过对鞍山土特产"千山王"南果梨所做的包装设计实例,抓住南果梨的核心识别元素,进而提升了"千山王"品牌知名度和美誉度,塑造出有价值的产品包装,通过向社会提供质量上乘、性能优良、造型美观的产品包装设计和优质的服务来塑造良好的南果梨品牌形象,提升了土特产南果梨的市场竞争力,为通过用包装设计来促进地方品牌崛起找出了重要的理论根据.Unique characters are lacked in goods today.Package design is becoming an important part in selling and buying goods since package may improve the brand effect of the goods,and brand image can produce a successful package and meanwhile,attractive package is a catalyst for the goods.This paper discusses the core identification element of Nanguo pear through its package design which promotes its reputation.A successful package designs set up a good Nanguo pear image,promotes its market competition and provide theoretical basis for local brands through package.

关 键 词：南果梨 品牌形象 包装设计 

分 类 号：J524.2[艺术—艺术设计]