面向品牌识别的包装容器造型方法

发布时间：2018-03-07 09:19

本文选题：品牌识别　切入点：感知原型　出处：《包装工程》2017年16期 　论文类型：期刊论文

【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。
[Abstract]:Objective to enhance brand recognition and brand value by container morphology. Methods the method of guiding container modeling with audience perception and brand characteristics is put forward. Firstly, based on the analysis of the present situation of container design and the relationship between container design and brand perception, The concept of container design is guided by the cognitive prototype of the audience. Then, the concept of conceptual conception, the extraction of elements and the organization of form are proposed. Then, the concept is refined by brainstorming with brand gene, and the alternative scheme is generated. Conclusion Packaging container is the carrier of external brand connotation, and it should be a beneficial part to strengthen brand identification and enhance brand value. In the conceptual design stage, the prototype of audience perception and brand characteristics are taken as the starting point of container modeling, which can promote the coordination of design coding and audience decoding; when the scheme is refined, the shape, tone and material of the container should be adapted to the outer packaging. In order to achieve the goal of enhancing brand identification with containers.
【作者单位】：西安理工大学;西安科技大学;
【分类号】：TB486

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