裴朝军,张旗.现代包装设计中品牌认知的视觉语境构建[J].包装工程,2012,33(14):5-8,26. |
现代包装设计中品牌认知的视觉语境构建 |
Visual-Context Construction of Brand Cognitive in Modern Packaging Design |
投稿时间:2012-02-07 修订日期:2012-07-20 |
DOI: |
中文关键词: 包装设计 品牌认知 视觉语境 |
英文关键词: packaging design brand cognitive visual context |
基金项目:北京市教委人文社会科学面上项目(KM201111417005) |
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中文摘要: |
以消费者常根据品牌的熟悉程度来决定购买行为为启示,分析了消费者对包装的认知情感需求,从色彩、文字、图形、结构和造型五方面,论述了现代包装设计中品牌认知的视觉语境构建,提出了包装作为商品和消费者之间的交流媒介,要根据消费者对商品的心理需求,谋略出适合的表现策略,引导消费者树立对品牌的信念,促进商品品牌认知的建立。 |
英文摘要: |
Taking the consumers often making a decision of buying something according to brand familiarity as the inspiration, it analyzed the cognitive emotion needs on the packaging of the consumer. From the five aspects-the color,text, graphics, structure and form, it discussed the visual context construction of brand cognition in modern packaging design, and put forward packaging as a communication medium between commodity and consumers, according to the psychological needs of consumer for goods, and should design a suitable method to show to the consumers, guide the consumers to establish the brand′s belief, and to promote forming the brand cognitive. |
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