新媒体时代包装设计如何为产品营销赋能

HOW PACKAGING DESIGN EMPOWERS PRODUCT MARKETING IN THE NEW MEDIA ERA

1.研究背景1.1产品本身到附加属性随着经济发展与人们生活水平的提高,在全新的消费时代下,人们的基础物质性消费升格成为了日益增长的对美好生活的追求。人们在消费时不仅仅关注产品本身的价格与质量,还非常关注产品的附加属性,例如产品本身的品牌特性、产品所持有的价值观与态度等。而承载产品的附加属性的往往是产品的外包装而并非产品本身。

The design quality of product packaging,as well as the values and brand concepts embodied behind the design plays a vital role in enhancing the marketing effect of the product.Starting from the common marketing methods in the market in the new media era,this paper summarizes 7 principles that need to be paid attention to in packaging design,namely,emphasizing interaction,technological sense,precise positioning,artistic sense,highlighting green concepts,avoiding ambiguity,and considering humanistic care.