“黄鹤楼”品牌卷烟包装的创新设计研究

发布时间：2018-11-25 07:56

【摘要】：卷烟包装有烟草的终身广告之说,卷烟包装是传达商品信息的载体,是“无声的推销员”,卷烟包装是商品价值实现的一种手段。而卷烟包装设计则又是沟通包装技术、艺术设计、商品营销融汇结合的中介层,卷烟包装设计能促进商品流通与市场观瞻,还能创造商品的心理价值,给消费者带来审美情趣,引领消费者的认识达到认可并实现促进销售的目的,不仅是一种具有保护商品的静态特征和销售媒介,更主要的是直接参与市场竞争。 “黄鹤楼”品牌经过多种规格的延续,在高档卷烟品牌中树立了自己的特色,成为高档卷烟群四大香型中的一极,以中式卷烟经典品牌为定位,以“荆楚风骨、南洋血脉、民族精神”为文化底蕴,不断的在经典的延续中创新和超越。本文目的在于对“黄鹤楼”品牌卷烟包装的装潢设计的研究,运用包装美学,环保化设计的理念创造“黄鹤楼”品牌易于消费者接受的卷烟包装设计,以期提升“黄鹤楼”卷烟包装的视觉审美、文化品位,体现民族性及简约、自然的风格,提升“黄鹤楼”品牌的价值,更好的占领市场,并且期望提出符合市场需求的绿色环保的设计理念,乃至推动整合卷烟包装行业不断发展创新,走上可持续发展的道路。包装产品要实现其原则,又具备其特点,就必须通过不断的设计创新来实现,卷烟包装更是如此。而对一个品牌的包装进行创新设计,则必须建立在对其品牌的深入了解、分析的基础之上。本文通过对“黄鹤楼”品牌价值、市场定位、市场趋势、文化内涵的分析研究,挖掘“黄鹤楼”品牌“新古典主义”的风格定位和文化内涵,在此基础之上研究其视觉设计,并且通过视觉创新设计和人性化的卷烟包装盒型的创新设计发现提升卷烟包装的视觉审美、文化品位,让品牌系列化设计,体现民族性,利用地域特色扩展品牌市场,利用特殊主体打造品牌效应,以及让风格更简约、自然等卷烟包装创新设计方法,以及人性化的包装盒型的创新设计。并且通过对绿色环保设计理念的初探,展望卷烟包装行业走上绿色环保可持续发展的设计之路。
[Abstract]:Cigarette packaging is the carrier of commodity information and a "silent salesman". Cigarette packaging is a means to realize the value of commodities. Cigarette packaging design is the intermediary layer of communication packaging technology, art design, commodity marketing integration, cigarette packaging design can promote the circulation of goods and market outlook, but also create the psychological value of goods, bring aesthetic interest to consumers. Leading consumers to recognize and achieve the goal of promoting sales is not only a static feature of protecting commodities and sales media, but also directly participating in market competition. The "Yellow Crane Tower" brand has established its own characteristics among the high-grade cigarette brands through the continuation of various specifications, and has become one pole of the four flavors of the high-grade cigarette group, with the classical Chinese cigarette brand as its orientation, "Jingchu Fengfeng", and "Nanyang blood vein". The national spirit "is the cultural inside information, unceasingly innovates and surmounts in the classical continuation." The purpose of this paper is to study the decoration design of "Yellow Crane Tower" brand cigarette packaging, and to create the "Yellow Crane Tower" brand cigarette packaging design which is easily accepted by consumers by using packaging aesthetics and the idea of environmental protection design. In order to enhance the "Yellow Crane Tower" cigarette packaging visual aesthetic, cultural taste, reflect the national and simple, natural style, enhance the "Yellow Crane Tower" brand value, better occupation of the market, And expect to put forward the green environmental protection design idea that accords with the market demand, and even promote the integration of cigarette packaging industry to continue to develop and innovate, and take the road of sustainable development. In order to realize its principle and its characteristics, packaging products must be realized through continuous design innovation, especially cigarette packaging. The innovative design of a brand's packaging must be based on the in-depth understanding and analysis of its brand. Based on the analysis of the brand value, market orientation, market trend and cultural connotation of "Yellow Crane Tower", this paper explores the style orientation and cultural connotation of "Neo-classicism" of "Yellow Crane Tower" brand, and then studies its visual design. And through the visual innovation design and the humanized cigarette packaging box type innovation design discovery enhances the cigarette packing visual esthetic, the cultural grade, lets the brand serialization design, manifests the nationality, utilizes the regional characteristic to expand the brand market. Make use of special main body to create brand effect, and make style more simple, natural and so on cigarette packaging innovation design method, as well as humanized packaging box type innovation design. And through the preliminary study of green environmental protection design concept, the paper looks forward to the sustainable development of green environmental protection in cigarette packaging industry.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F426.8

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