“喜满囤”大米品牌形象系列化设计实践分析

发布时间：2018-04-14 09:08

本文选题：饮食 + 原生态大米　；参考：《河北大学》2017年硕士论文

【摘要】：随着物质生活水平的提高,我国居民传统的、单一的饮食模式正在向着更加科学合理的均衡模式转变。人们购买食品也从以往的“饱腹”改变为现在的“均衡搭配”,米谷作为主食的需求量也在悄无声息地发生着变化,而大米作为养育了黄种人的主食的地位也在发生着变化。本文通过调查分析中国现有大米包装的现状与存在的问题,研究对比国内外优秀大米包装,以真实案例——“喜满囤”原生态大米品牌形象设计为实践题材,探讨在当下大米市场背景下如何定位产品,找到中国大米包装的创新点和突破口,从消费者的实际需求出发,以绿色营销观念为指导,以“一米一世界”为主题,分别赋予大米生长环境中的树、水、云、山以黄色富贵、蓝色纳福、粉色喜乐和绿色康宁的寓意,赋予大米一种情感,而这些情感正是人们所追求的。并从设计的角度出发,通过一系列的视觉形象,包括图文和符号色彩等手段,把产品的核心卖点呈现在大众眼前。针对国内大米市场的发展现状和人们膳食结构的变化,明确分析定位并推出一系列符合大众需求的无公害、营养高、口感好、方便实用的原生态大米、小包装米、免淘洗米等。
[Abstract]:With the improvement of material living standard, the traditional and single diet pattern of Chinese residents is changing to a more scientific and reasonable equilibrium model.People also buy food from the past "satiety" to the present "balanced collocation", rice as a staple food demand is quietly changing, and rice as a staple of the yellow people's food status is also changing.Through investigating and analyzing the present situation and existing problems of rice packaging in China, this paper studies and compares the excellent rice packaging at home and abroad, and takes the real case, the original ecological rice brand image design, as the practical theme.This paper discusses how to locate the products under the present rice market background, find the innovation point and breakthrough of the Chinese rice packaging, proceed from the consumers' actual demand, take the green marketing idea as the guidance, and take "one meter one world" as the theme.Giving trees, water, clouds, mountains rich yellow, blue Nafu, pink joy and green corning to the trees, water, clouds and mountains in the rice environment, giving rice a feeling that people are looking for.And from the design point of view, through a series of visual images, including graphics and symbols, color and other means, the core of the product is presented in front of the public.In view of the present situation of the development of domestic rice market and the changes of people's dietary structure, a series of pollution-free, nutritious, delicious, convenient and practical raw rice, small packaged rice, free from washing rice and so on were clearly analyzed and put forward.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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