| 李帅,石鑫.北部湾地域文化视域下南珠品牌包装设计研究[J].包装工程,2019,40(18):85-89. |
| 北部湾地域文化视域下南珠品牌包装设计研究 |
| Brand Packaging Design of Southern Pearl from the Perspective of Beibu Gulf Regional Culture |
| 投稿时间：2019-05-21 修订日期：2019-09-20 |
| DOI：10.19554/j.cnki.1001-3563.2019.18.012 |
| 中文关键词: 北部湾 地域文化 南珠 品牌包装 品牌形象 |
| 英文关键词: Beibu Gulf regional culture Southern Pearl brand packaging brand images |
| 基金项目:广西高校人文社会科学重点研究基地北部湾海洋文化研究中心2017年度课题项目（2017BMCC08） |
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| 中文摘要: |
| 目的 探索以北部湾地域文化为核心的南珠产品包装及品牌形象的设计方法及设计理念，塑造南珠产品品牌形象，提升南珠产品品牌知名度，促进南珠产业发展。方法 通过分析南珠产业发展现状，指出南珠产品包装及其品牌形象与南珠产品优良品质存在巨大差距的现实，深入分析北部湾地域文化对于南珠品牌发展的重要意义，提出南珠产品的品牌塑造应在以地域文化为核心的基础上，通过其产品包装的智巧性与绿色设计来传达品牌形象，并从色彩、图形、文字、材质及形态等5个方面深入讨论北部湾地域文化在南珠产品包装及品牌形象中的文化延伸。结论 以北部湾地域文化为核心的南珠产品包装及品牌形象设计能够凸显地域文化特色，赋予南珠产品品牌以行业识别特征与品牌差异特性，加强南珠产业与北部湾地域文化的双向促进作用。 |
| 英文摘要: |
| The work aims to explore the design method and design idea of product packaging and brand image of Southern Pearl based on Beibu Gulf regional culture to mold the brand image of Southern Pearl products, to promote the brand popularity of Southern Pearl products and to promote the development of Southern Pearl industry. Through the analysis on the development status of Southern Pearl industry, it was pointed out that there was a huge gap between the product packaging and brand image of Southern Pearl and the fine quality of their products. The significance of Beibu Gulf regional culture to the development of Southern Pearl brand was deeply analyzed. It was proposed that the shaping of South Pearl product brand should be based on regional culture to convey the brand image through the product packaging ingenuity and green design, and an in-depth discussion of cultural extension of the Beibu Gulf regional culture in the product packaging and brand image of Southern Pearl was carried out from the aspects of color, graphics, text, materials and forms. The packaging and brand image design of Southern Pearl products with the core of Beibu Gulf regional culture can highlight the regional cultural characteristics and endow the Southern Pearl product brand with the characteristics of industry identification and brand dif-ference, and strengthen the mutual promoting effect of Southern Pearl industry and the Beibu Gulf regional culture. |
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