谈包装设计对闻喜“卫嫂花馍”品牌塑造的功用

Functions of Packaging Design for Building the Brand of "Weisao Fancy Steamed Bread" in Wenxi County

中文关键词: 包装设计  卫嫂花馍  品牌塑造  功用

英文关键词: packaging design  Weisao Fancy Steamed Bread  brand building  function

中文摘要:

      探讨了闻喜“卫嫂花馍”的包装设计特点，即基于产品本身所具有的属性和地域文化特征，挖掘河东文化中的视觉设计要素，并形成产品系列化包装设计。进而分析了其包装设计在传达品牌承诺、联结品牌与消费者、放大产品特点、扩大本产品与同类产品的差距、彰显企业文化与气质等方面对品牌塑造的功用。

英文摘要:

      It discussed the packaging design characteristics of "Weisao Fancy Steamed Bread" in Wenxi County, based on the attribute and regional cultural feature of the products, explored the visual design elements in Hedong culture which formed series of packaging design of the products. It analyzed the functions of packaging design to convey the brand promise, make a link between the customers and the product, o magnify the products characteristics, widen the gap between native and the products of other brands, and to show the function of enterprise culture and nature to build the brand.