| 摘要: |
| 目的 研究品牌再设计中的包装设计思维。方法 以包装设计作为品牌形象展现的方式，分析了品牌再设计的原因，从文化角度出发寻找了品牌定位的3个方向，在此基础上，研究了品牌再设计中的包装设计思维。结论 通过建立品牌形象的空间立体观念；关注品牌产品的视觉比例关系；把握品牌思维延续性中的形象细节；满足消费人群的心理需求这4个方面为品牌再设计的完善、创新及发展提供了可行方法 和研究方向。 |
| 关键词: 品牌再设计 定位 包装设计思维 |
| DOI： |
| 分类号:TB482 |
| 基金项目: |
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| Interpretation of the Packaging Design Thinking in Brand Redesign |
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LI Jin
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Xi'an Academy of Fine Arts，Xi′an710065，China
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| Abstract: |
| Objective It studied the packaging design thinking in the brand redesign. Methods From packaging design as a way to show the brand image as the starting point，it analyzd the reasons for the redesign of the brand，from a cultural point of view looking brand positioning research in three directions to explore the brand re-design packaging design thinking. Conclusion Through the establishment of spatial concept of brand image，it concerned about the ratio between the brand and the product and the visual continuity of the brand′s image of thinking to grasp the details，and finally to meet the psychological needs of consumer groups that four aspects of the brand re-design improvement，innovation and future development feasible Methods and research directions. |
| Key words: brand redesign location packaging design thinking |
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