品牌人格化IP在化妆品包装设计中的应用  

The application of brand personification IP in cosmetics packaging design

作　　者：史海云 华岩 Haiyun Shi;Yan Hua(Modern Handicraft College,Shandong University of Arts and Design,Jinan,Shandong 250014,China;Lingyun Middle School in Handan City,Handan,Hebei 056001,China)

机构地区：[1]山东工艺美术学院现代手工艺学院,山东济南250014 [2]邯郸市凌云中学,河北邯郸056001

出　　处：《日用化学工业（中英文）》2024年第7期859-865,共7页China Surfactant Detergent & Cosmetics

基　　金：山东省社会科学规划研究项目(21CWYJ30);山东省本科教学改革研究重点项目(Z2021244)。

摘　　要：在化妆品市场竞争日益激烈的当下,品牌人格化IP已成为化妆品品牌营销的一种重要方式。采用文献研究、案例分析以及实践研究等方法,对品牌人格化及品牌人格化IP的特征,化妆品品牌IP的人格化建构及其在化妆品包装设计中的作用等展开研究。提出了化妆品品牌人格化IP的建构模型,并以荣格“原型”理论为基础对化妆品品牌人格化IP的人格提炼进行了探索,以认知联结主义模型理论为基础对化妆品品牌人格化IP在包装设计中的应用进行了人格化关联词提取,最终以自拟化妆品品牌Dubao为设计案例,对其品牌人格化IP及包装进行了设计实践。研究表明,品牌人格化IP应用于化妆品包装设计,对增强消费者体验、树立化妆品品牌形象以及促进产品销售都具有积极的促进作用。In the increasingly fierce competition in the cosmetics market,brand personification IP has become an important way of cosmetics brand marketing.This paper uses the methods of literature research,case analysis and practice research to study the characteristics of brand personification and brand personification IP,the personification construction of cosmetics brand IP and its role in cosmetics packaging design.This paper puts forward the construction model of cosmetics brand personification IP,and explores the personification of cosmetics brand personification IP based on Jung’s“prototype”theory.Based on cognitive connectionism model theory,this paper extracts the personification related words from the application of cosmetics brand personification IP in packaging design.Finally,taking Dubao,a self-designed cosmetics brand,as a design case,the design practice of its brand personification IP and packaging is carried out.The research shows that the application of brand personification IP in cosmetic packaging design has a positive promoting effect on enhancing consumer experience,establishing cosmetic brand image and promoting product sales.

关 键 词：品牌人格化 品牌人格化IP 化妆品包装 品牌形象 

分 类 号：TQ658[化学工程—精细化工]