| 摘要: |
| 目的 探寻包装设计与品牌形象建构的统一，为产品的包装设计提供参考。方法 分析包装设计及其重要性，探究包装设计对于品牌的形象塑造的作用，并分析基于品牌形象塑造的包装设计策略。结论 基于品牌形象建构的包装设计应该紧紧结合企业市场营销总体战略，通过醒目的外观设计提高品牌形象识别力，建立与企业形象统一的包装形象。 |
| 关键词: 品牌形象 包装设计 视觉形象 |
| DOI：10.19554/j.cnki.1001-3563.2024.12.044 |
| 分类号: |
| 基金项目:2022山西省教育科学规划课题(GH-220842) |
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| Research on Packaging Design Based on Brand Image Construction |
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LI Rui
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(Shanxi Technology and Business University, Taiyuan 030001, China)
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| Abstract: |
| Objective:To explore the unity of packaging design and brand image construction, so as to provide reference for product packaging design.Methods:Analyze packaging design and its importance, explore the role of packaging design in brand image building, and analyze packaging design strategies based on brand image building.Conclusion:Packaging design based on brand image construction should closely combine with the overall marketing strategy of the enterprise, improve the brand image recognition through eye-catching appearance design, and establish a packaging image that is unified with the enterprise image. |
| Key words: brand image packing design visual image |
