情感营销视角下平面海报设计策略研究  

Research on Graphic Poster Design Strategy from the Perspective of Emotional Marketing

作　　者：白璐 BAI Lu(Xi'an Mingde Institute of Technology,Xi'an 710124,Shaanxi,China)

机构地区：[1]西安明德理工学院,陕西西安710124

出　　处：《上海包装》2025年第2期160-162,共3页Shanghai Packaging

摘　　要：在物质生活水平日益提高的当下,消费者对品牌的需求不再停留在功能性层面,更加注重情感层面的体验和共鸣。因此,如何通过平面海报设计有效触发消费者的情感反应,建立品牌与消费者之间的情感联系,成为品牌营销策略中的关键环节。概述了情感营销与平面海报设计相关内容,探讨了情感营销在平面海报设计中的作用机制、具体应用及设计策略,并结合可口可乐、耐克等品牌的成功案例加以分析,以期为平面海报设计提供理论支持和实践指导。At a time when the material standard of living is improving, consumers' demand for brands no longer stays at the functional level, but pays more attention to the emotional experience and resonance. Therefore, how to effectively trigger the emotional response of consumers through graphic poster design and establish the emotional connection between brands and consumers has become a key link in brand marketing strategy. This paper outlines the related contents of emotional marketing and graphic poster design, discusses the mechanism, specific application and design strategy of emotional marketing in graphic poster design, and analyzes the successful cases of Coca Cola, Nike and other brands, in order to provide theoretical support and practice guidance for graphic poster design.

关 键 词：平面海报设计 情感营销 故事化叙事 情感共鸣 

分 类 号：J524[艺术—艺术设计]