婚庆礼品包装设计的情感定位分析  

Emotional Positioning Analysis in the Package Design of Wedding Giftware

作　　者：王村杏[1] 孙立新[1] 

机构地区：[1]沈阳航空航天大学,沈阳110136

出　　处：《包装工程》2013年第2期1-4,共4页Packaging Engineering

基　　金：2011青年教师自选科研课题资助项目(201125Y)

摘　　要：在考察和分析了当前大众化婚庆礼品包装设计现状的基础上,以情感关系为切入点,辨析了婚庆礼品包装中的情感因素,研讨了婚庆礼品包装设计中的情感定位及其具体实施方式,并通过对消费者多元化消费需求的分析,提出了把"人性化""、个性化"的设计理念更好地贯彻到婚庆礼品包装中,以达到人文内涵与市场价值的双赢。Based on the investigation and analysis on the wedding gift market, this work was carried out with a starting point focused on the emotional relationship, and subsequently discriminated in details the emotional factors in the packaging of wedding giftware, it explored the emotional positioning and its performing means in the package design of wedding giftware. Emotion-based positioning principle can be used to satisfy the modem consumer psychology emphasized on the social meaning of such wedding gifts, to wrap a design concept with better ＂humanistic＂ and ＂personalized＂ characteristics into the wedding gift package, and to achieve the success both in humanistic connotations and in the market value.

关 键 词：婚庆礼品 包装 设计 情感定位 

分 类 号：TB482[一般工业技术—包装工程]