“无印良品”与“后”的品牌包装比较

Comparison of "MUJI" and "Whoo" Brand Packaging

目的研究儒家文化和道家文化对东方人的价值系统和审美习惯产生的影响,以及在这种影响下应运而生的商业品牌形象。方法以"无印良品"和"后"两个品牌为例,从品牌的包装特色、审美特征和所呈现的生活形态等方面,分析了如何根据不同目标人群和他们的审美心理,以鲜明的文化特色来进行品牌包装设计和发展。结论提出了以民族文化为根基,针对特定的消费人群,树立鲜明的包装形象是提升品牌价值的关键。

Objective It discussed how the Confucian culture and the Taoist culture affected the oriental value system and the impact of aesthetic habits, as well as the birth of commercial brands under its influence. Methods Compared with two brands of ＂MUJI＂ and ＂Whoo＂ from their packaging characteristics, aesthetic characteristics and forms of life, etc, it revealed how according to different target groups and their aesthetic psychology, established distinctive cultural characteristics to do brand packaging design and development. Conclusion With national culture as the foundation,in view of the specific consumer groups,it set up the distinctive packaging features which was the key to enhance the brand value.