| 摘要: |
| 分析了品牌的功能和意义， 指出品牌的功能和意义在于它是用以和其他同类产品竞争相区分的标志， 能给拥有者增值一种无形的资产， 并从消费者对品牌的印象比较中， 结合日常生活中的各种品牌消费心理， 论述了消费者对品牌的认同感和对品牌消费的联想， 进而分析品牌与包装设计的关系。在此基础上， 提出了当代包装设计的品牌塑造方法， 即包装设计要突出包装美感、 品牌个性与品牌本质。 |
| 关键词: 品牌 消费心理 包装设计 |
| DOI： |
| 分类号:TB482 |
| 基金项目:顺德职业技术学院纵向科研项目 （2008-KJ11） |
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| Packaging Design under the Influence of Brand Consumer Psychology |
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LI Ji-xia
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Zhengzhou Institute of Science &Technology，Zhengzhou 450064，China
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| Abstract: |
| It analyzed the function and meaning of the brand that the function and meaning of the brand was to compete with other similar products to distinguish the marks, give the owner of an intangible asset value. And from the consumer's impression of the brand comparison, combined with consumption psychology of various brands in daily life, it discussed the identity of consumer for brand and associations for brand, and then analyzed the relationship between brand and packaging design. On this basis, it proposed the brand building methods of contemporary packaging design packaging design which were to highlight the beauty packaging, brand personality and essence of brand. |
| Key words: brand consumer psychology packaging design |
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