品牌包装设计的视觉要素建构探析

On the Construction of Visual Elements in Brand Packaging Design

针对品牌包装展开的视觉传达设计要素整合,除却需要严格遵循设计的美感原则之外,还应尽可能就视觉信息基本的功能向品牌受众予以传递。不仅需要就商品的主观特征予以设计呈现,还需要从根本上赋予品牌包装视觉语言技能和物象语言的内涵功能。因此,现代品牌包装必须要专注于从消费者的心理、市场营销、文化内涵等诸多因素出发,切实支持企业品牌形象的战略实施,更好地辅助企业品牌推广工作的开展。

Unfold the integrated elementsaiming about the brand packaging design elements integration. In addition to require to strictly follow the principle of design aesthetic feeling, also should as much as possible pass the basic function of visual information to the brand audience. Not only need to present subjective characteristics of goods design, still need to fundamentally attach the connotation of brand packaging visual language skills and the object function. So to be fair, modern brand packaging must focus on the consumer＇s psychology and the market marketing, cultural connotation and many other factors to set out, to support enterprise strategy implementation of brand image, better auxiliary enterprise marketing work.