博通子品牌“我趣”饼干包装色彩的商业价值

发布时间：2018-04-23 02:20

本文选题：包装色彩 + 商业价值　；参考：《河北大学》2016年硕士论文

【摘要】：本次设计研究的课题“我趣”是“博通”的子品牌。研究中色彩的调研、色彩的定位、Logo的选择都与消费者和市场关联紧密。在不断地设计调研中笔者发现:在包装设计中,色彩带来的视觉冲击是消费者选择该品牌商品的主要参考点,提高消费者购买商品的主观意愿,从而带来商业机遇。食品包装设计中色彩的选择需要综合多方面的因素,从多方面去调查分析,例如传统文化、消费心理学、艺术美学等。基于此,以受众的审美诉求为导向,充分结合各种消费审美和预期,才会设计出更具有针对性的包装。通过对包装色彩的多方面考量分析与研究,把这些分析研究融入到“我趣”饼干包装设计当中去,设计展示出强有力的视觉效果的包装,有利于提升品牌气质和产品魅力,“我趣”包装设计迎合了市场经济时代下的审美消费,用最低的成本获得最大的价值。本文由四部分构成,第一章主要从饼干市场的现状和国内外知名饼干的包装设计特点进行分析调研。第二章主要从包装及食品包装的设计原则进行分析。第三章主要讲“我趣”品牌的包装设计构思,包括品牌命名、Logo设计、包装色彩选定和装饰设计。第四章则是讲包装给企业带来的价值。
[Abstract]:The subject of this design research, "my interest", is the sub-brand of "Botong". Color research, color positioning and logo selection are closely related to consumers and markets. In the continuous design research, the author finds that in packaging design, the visual impact brought by color is the main reference point for consumers to choose the brand goods, and improve the subjective intention of consumers to buy goods, thus bring business opportunities. The choice of color in food packaging design needs to integrate many factors, from many aspects to investigate and analyze, such as traditional culture, consumer psychology, art aesthetics and so on. Based on this, a more targeted package can be designed only when the aesthetic appeal of the audience is directed and all kinds of consumption aesthetics and expectations are fully combined. Through the analysis and research of packaging color in many aspects, we put these analysis and research into the packaging design of "my interest" biscuits. The design of packaging, which shows strong visual effects, is conducive to promoting brand temperament and product charm. The packaging design caters to the aesthetic consumption in the era of market economy and obtains the greatest value with the lowest cost. This paper is composed of four parts. The first chapter mainly analyzes the present situation of biscuit market and the characteristics of packaging design of famous biscuits at home and abroad. The second chapter mainly analyzes the design principles of packaging and food packaging. The third chapter mainly discusses the packaging design conception of "I interest" brand, including brand naming logo design, packaging color selection and decoration design. The fourth chapter is about the value that packaging brings to enterprises.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.8;TS213.22;TS206.2

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