目的 旨在探讨包装设计在塑造品牌个性中的作用与应用策略,为品牌个性的塑造提供参考和思路,继而助力品牌在同质化竞争中达成可持续发展目标。方法 采用理论研究法,围绕包装设计与品牌个性建立的关系,探讨包装设计在塑造品牌个性中的作用,并基于目标受众和包装视觉语言要素,探究包装设计在塑造品牌个性中的应用策略。结论 包装设计不仅是保护商品和方便运输的工具,更是传递品牌信息、吸引消费者和提升品牌形象的重要手段。有效的包装设计能够使产品在竞争激烈的市场中脱颖而出,建立起独特的品牌个性,并通过视觉语言加强消费者的品牌忠诚度。因此,企业应该重视包装设计在品牌建设中的战略地位,将其作为塑造和强化品牌个性的有效工具。
Abstract
The purpose of this study is to explore the role and application strategies of packaging design in shaping brand personality, providing references and ideas for brand personality construction, and thereby helping brands achieve sustainable development goals in the context of homogenized competition. The method adopted is theoretical research, focusing on the relationship established between packaging design and brand personality, to discuss the role of packaging design in shaping brand personality. Based on the target audience and visual language elements of packaging, the application strategies of packaging design in shaping brand personality are explored. The conclusion is that packaging design is not only a tool for protecting products and facilitating transportation, but also an important means of conveying brand information, attracting consumers, and enhancing brand image. Effective packaging design can make products stand out in the highly competitive market, establish a unique brand personality, and strengthen consumers' brand loyalty through visual language. Therefore, enterprises should attach importance to the strategic position of packaging design in brand building and use it as an effective tool for shaping and strengthening brand personality.
关键词
视觉叙事 /
包装设计 /
品牌个性 /
视觉语言
Key words
Visual Narrative /
Packaging Design /
Brand Personality /
Visual Language
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