基于品牌文化理念下的南果梨包装设计研究

Packaging Design Research of Nanguo Pear based on Brand Culture Concept

外包装设计是品牌文化的最直观的视觉载体,鞍山特产南果梨的品牌文化是通过包装设计来实现的.文章以南果梨的品牌文化为视角,在综合分析南果梨品牌文化与包装设计的关系基础上,分析了南果梨包装设计实例中的几个问题.提出南果梨包装设计是其品牌文化的物质基础和主要的有形形象,包装设计是南果梨产业工程系统中的一项重要环节.

The paper takes the brand culture concept of Nanguo Pear,specialty of Anshan,as the study object,analyzes the relationship between the brand culture of Nanguo Pear and packaging design and seeks theoritical basis from the author＇s packaging design case of Nanguo Pear. Brand culture of Nanguo Pear is realized by packaging design,the packaging design is the most intiutive visual carrier of brand culture,the material base of brand culture and main image. Packaging design of Nanguo pear is an important link in Nanguo pear industry.