“蒙牛高考押题奶”品牌包装设计研究

STUDY ON THE"MENGNIU COLLEGE ENTRANCE EXAM MILK"PACKAGING DESIGN

1.研究背景每年的高考都是社会热点,很多商家会适时"借势"和"蹭热",有主题的开展营销活动。因疫情而推迟的2020年高考备受社会各界关注,蒙牛集团在高考前推出的"高考押题奶"系列新品,其包装设计高度契合高考主题,精准锁定考生这一目标群体,将各科目代表性的知识点和试题作为设计元素,凸显当下在考生群体中广为流传的吉祥话和励志语,完全贴合考生和家长在考前的心理状态和情感诉求。

With the increasingly fierce brand competition among enterprises,product packaging design not only plays a role of publicity.but also carries the important task of brand value transmission and winning the trust of consumers.When the brand image of the product is deeply rooted in the hearts of the people,the brand value will be Widely recognized and the brand competitiveness will inevitably increase.Brand visual packaging and brand communication are the core content of brand packaging design.With the"Menaniu College Entrance Exam Milk"as an example,this paper comprehensively analzes and studies the methods of brand packaging design.