数字时代下产品广告策划与包装设计的新趋势与挑战  

New Trends and Challenges of Product Advertising Planning and Packaging Design in the Digital Age

作　　者：彭静 PENG Jing(School of Art and Design,Changjiang Vocational University,Wuhan 430070,China)

机构地区：[1]长江职业学院艺术设计学院,湖北武汉430070

出　　处：《绿色包装》2024年第11期147-150,共4页Green Packaging

摘　　要：本研究旨在深入探讨数字时代下产品广告策划与包装设计的新趋势,分析这些变化对广告行业及相关企业所带来的挑战。借助文献回顾、案例分析和定量调查等手段,全面分析数字时代对消费者行为、技术更新和竞争环境的影响。研究发现,数字化促使广告策划与包装设计需更具个性化、互动性和实时性。新兴技术如AR、VR和AI为广告创新提供了更多可能。面对市场竞争,企业和广告行业需加深对消费者需求的认知,调整策略,创新广告策划与包装设计,以传递品牌价值,提升品牌形象,从而在激烈的市场竞争中脱颖而出。The purpose of this study is to explore the new trends of product advertising planning and packaging design in the digital age,and analyze the challenges brought by these changes to the advertising industry and related enterprises.With the help of literature review,case studies and quantitative surveys,this paper comprehensively analyzes the impact of the digital age on consumer behavior,technological update and competitive environment.It is found that digitalization makes advertising planning and packaging design more personalized,interactive and real-time.Emerging technologies such as AR,VR and AI offer more possibilities for advertising innovation.In the face of market competition,enterprises and advertising industry need to deepen the cognition of consumer demand,adjust strategies,innovate advertising planning and packaging design,in order to convey brand value and enhance brand image,so as to stand out in the fierce market competition.

关 键 词：数字时代 产品包装 广告策划 包装设计 

分 类 号：TB48[一般工业技术—包装工程]