基于当代消费者行为特征的品牌包装设计研究  

Research on Brand Packaging Design Based on Behavior Characteristics of Contemporary Consumers

作　　者：李晴 LI Qing(Wuhan University of Technology,430070 Wuhan Hubei)

机构地区：[1]武汉理工大学艺术与设计学院,湖北武汉430070

出　　处：《设计艺术研究》2020年第6期123-127,共5页Design Research

摘　　要：为研究品牌包装设计在当前时代背景下对品牌发展和推广的意义,进一步提高品牌包装设计的有效性,采用消费者行为学中的AISAS模型作为依据,总结了该模型的特征,分析了该模型下当代消费者的行为特征,并结合费什宾模型指出了品牌包装设计在当前时代背景下的意义。为归纳品牌包装设计在当前时代背景下的设计策略,以坚果行业品牌"三只松鼠"为例,对其在坚果领域和其他领域的品牌包装设计策略进行了总结,指出了这些策略所对应的当代消费者的行为特征,并结合消费价值模型和详尽可能性模型,分析了这些设计策略所依托的理论及实际效果。通过分析可以得出,基于当代消费者行为特征制定的品牌包装设计策略具有理论基础和实际效果,能够有效协助品牌进行包装设计规划,从而使品牌获得进一步发展。In order to study the signifi cance of brand packaging design for brand development and promotion in the current era,and further improve the effectiveness of brand packaging design,the characteristics of the AISAS model is summarized,the behavioral characteristics of contemporary consumers under the model is analyzed.The paper points out the signifi cance of brand packaging design under the current background with Fishbcin Model based on the model of consumer behavior.It takes the brand Three Squirrels of nut industry as an example.The brand packaging design strategies in nut fi eld and other fi elds are summarized,the behavior characteristics of contemporary consumers corresponding to these strategies are pointed out,and the theoretical and practical effects of these design strategies are analyzed based on Consumption Value Model and Elaboration Likelihood Model.Through the analysis,it can be concluded that the brand packaging design strategy based on contemporary consumer behavior characteristics has theoretical basis and practical effect,and can effectively assist the brand in packaging design planning so as to further develop the brand.

关 键 词：品牌包装设计 AISAS模型 费什宾模型 消费价值模型 详尽可能性模型 设计策略 

分 类 号：J0[艺术—艺术理论]