| 唐钰沣,唐丽春.包装设计对饮料畅销的重要性研究[J].包装工程,2020,41(16):305-310. |
| 包装设计对饮料畅销的重要性研究 |
| Importance of Packaging Design to Beverage Sales |
| 投稿时间：2020-04-28 修订日期：2020-08-20 |
| DOI：10.19554/j.cnki.1001-3563.2020.16.048 |
| 中文关键词: 包装设计 饮料销量 表现手法 插画 |
| 英文关键词: packaging design beverage sales technique of expression illustrations |
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| 中文摘要: |
| 目的 从包装设计的角度入手，对畅销饮料之所以畅销进行探究与分析。方法 从饮料包装的设计现状、表现手法及价值三个方面进行分析，并结合实际案例分析论证包装设计与产品畅销的必然联系，和畅销饮料畅销的原因。其中，表现手法尤为重要，它包括了插画运用、AR互动创新、符号表现和色彩的运用，近几年插画运用逐渐在饮料包装中占据主要地位，在设计过程中，恰当地运用这四点表现手法，充分体现该产品的视觉效果，给消费者以视觉美感与吸引力，从而促进消费者的购买欲。结论 一款优秀的饮料包装，除了可以直观表达饮料的特点，更能够体现饮料企业的文化内涵，塑造良好的品牌形象，加大品牌的市场影响力，从而成为畅销饮料。 |
| 英文摘要: |
| The purpose is to study the packaging design of beverages and analyze the reasons why best-selling bever-ages are selling well. The packaging of best-selling beverages was analyzed from three aspects: design status, expression methods and value of the beverage packaging. Moreover, the inevitable connection between packaging design and best-selling products and the reasons for best-selling beverages were analyzed in combination with actual cases. Among them, the technique of expression was particularly important, which included the application of illustration, AR interactive innovation, symbol expression and color expression. In recent years, illustration has gradually occupied a dominant position in beverage packaging. During design, these four methods were used properly to fully reflect the visual effect of product, attract consumers and increase their desire to buy in the design of beverage packaging. An excellent beverage packaging can not only directly express the characteristics of beverage, but also reflect the cultural connotation of beverage enterprises, build a good brand image, increase the brand's market influence, and make it become a best-selling beverage. |
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