| 摘要: |
| 目的 探讨感性消费时代品牌产品包装的创意理念和创意要素。方法 以典型的品牌产品为研究对象， 分析感性消费时代消费者的心理需求。综合分析文化创意产业的发展、 品牌产品的市场竞争、 消费者感性心理的转变等因素， 确定品牌产品包装设计的创意主题、 创意造型、 创意图形和创意色彩。通过KISSES巧克力的创意包装设计， 诠释品牌包装与创意要素间的联系。结论 创意主题是品牌包装的灵魂。创意造型的立体化表达和创意图形的具象化表达能给三维空间带来视觉冲击， 能快速地吸引消费者对品牌的注意并形成品牌识别效应。充满视觉享受的创意色彩能使消费者对品牌产生信任、 认同、 亲切等情绪。品牌产品的创意包装应满足消费者的审美需求， 表达消费者的情感心声，激起其购买或重复购买的欲望。 |
| 关键词: 品牌产品 感性消费 创意要素 |
| DOI： |
| 分类号:TB482 |
| 基金项目:上海理工大学博士启动基金项目 （1D-13-309-007） |
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| Creative Elements of Brand Product Packaging |
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YOU Fei, MA Shuang
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Shanghai University of Science and Technology，Shanghai 200093，China
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| Abstract: |
| It aims to study the creative ideas and elements of brand product packaging in perceptual consumption time. The typical brand product is chosen as research object， and the mental demand of consumer is investigated in perceptual consumption time.According to the synthetic analysis of relations between culture and creative industry，market competition of brand product， and perceptual psychology charge of consumer， four creative elements of brand product packaging is selected，including creative subject，creative modeling，creative graphic and creative color.The creative packaging of KISSES chocolate is designed in order to interpret relations and functions of four creative elements. The creative subject is the soul of brand product packaging.For brand product packaging， the creative modeling is the three-dimensional show style， and the creative graphic is the concrete show style.The combination of them forms the strong multiplex visual impact of three-dimensional space，and the attention and interest of consumer for brand product is rapidly attracted.The identification effect of brand happens in consumer group. Moreover， the creative color with visual enjoyment can trigger consumer′s trust， self-identity and kind for the brand product.The creative packaging of brand product can meet the aesthetic demand of consumer，express their emotion， and their desire to buy， or repeatedly buy is induced. |
| Key words: brand product perceptual consumption creative elements |
