品牌传播视域下定制版食品包装的创意设计研究

The Study on the Personalized Customization and Design of Food Packaging based on Brand Communication

包装设计是品牌营销与产品推广的一个重要环节。独树一帜的包装设计能有效地塑造出与众不同的品牌个性,企业可以通过产品包装来强化品牌的识别度并赢得消费者的青睐与信任。产品包装作为终端的品牌传播工具,其作用一直受到营销界的广泛关注,真正优秀的包装设计应该是美学与营销学的完满结合。因此在消费升级的大背景下,从消费者的个性化需求入手,对企业的品牌传播策略与包装的个性化设计进行深入研究具有深刻现实意义。

As a key link for brand marketing and product promotion,the important role of packaging design cannot be ignored.Through the design of unique packaging,it is able to effectively shape a different brand personality.The brand recognition of enterprise can be enhanced through product packaging,so as to win the favor and trust of consumers.The role of product packaging as a brand communication tool of terminal has attracted the wide concern of the marketing circles.The perfect combination of aesthetics and marketing can be embodied in the real excellent packaging design.As a result,the research on the brand communication strategy and packaging personalized design of enterprises based on the personalized needs of customers is of great practical significance under the background of consumption upgrading.