| 摘要: |
| 目的 以容器形态增强品牌识别度、提升品牌价值。方法 提出了以受众感知和品牌特征引导容器造型的思路。首先，在对容器设计的现状及其与品牌感知关系分析基础上，提出以受众的认知原型引导容器设计的概念立意、要素提炼和形态组织；然后，联系品牌基因以头脑风暴进行概念细化，生成备选方案；最后，以设计实例对该方法的可用性进行验证。结论 包装容器是外化品牌内涵的载体，其应成为强化品牌识别、提升品牌价值的有益部分；概念设计阶段以受众感知原型和品牌特征为容器造型推衍起点，可促进设计编码与受众解码的协调；方案细化时，容器的形态、色调和材质须与外包装相适配，方能实现以容器强化品牌识别的目标。 |
| 关键词: 品牌识别 感知原型 容器造型 |
| DOI： |
| 分类号:TB482 |
| 基金项目: |
|
| Packaging Container Modeling Method for Brand Recognition |
|
ZHANG Zhong-yi1, JI Xiao-min1, WANG Jia-min1, ZHANG Na2
|
|
1.Xi'an University of Technology, Xi'an 710054, China;2.Xi'an University of Science and Technology, Xi'an 710054, China
|
| Abstract: |
| Improving brand recognition and brand value with container form. Proposing the idea of guiding container shape with audience perception and brand characteristic. Firstly, on the basis of analyzing the situation of container design and brand sensing relationship, thus proposing the idea to guide container design, element extraction and morphology; then connecting brand gene, and conducting concept elabration with brainstorming, thus alternatives are generated. Last but not least, verifying the availability of the method with design case. It is thought in the research that: the packaging container is the carrier of connotation of the externalized brands, and it should become the beneficial part to strengthen the brand identity and promote the brand value; the starting points of the conceptual phase are the prototype of perception of audiences and the brand feature, which can promote the coordination between the designing code and the decoding of audiences. When refining the schemes, the form, tinge and texture of the container should be adaptive to the external packing, and the target to intensify the brand identity with container. |
| Key words: brand recognition perception prototype container shape |
渝公网安备 50010702501716号