论产品包装的社交属性

ON SOCIAL ATTRIBUTES OF PRODUCT PACKAGES

产品的社交属性一直存在,不是有无的问题,更重要的是发现和强化“社交属性”在产品包装设计中的独特性与重要性。通过分析社交属性特质的自传播性、即时趣味性、传播裂变性等关键特质;总结了在产品包装中更具社交属性关键要素,即具备制造社交话题、呈现个性化、配合社交场景和激发分享便利的属性。为打造爆款传播的产品包装提供了具体研究方向。基于产品包装社交属性的研究,能在物理和心理层面上满足消费者需求的产品及包装将被创造出来,因而也将大力推动品牌和营销策略的发展。

Social attributes of products come with its production.With or without is not even a question.Yet social nature of product package should arouse attention and be strengthened as the property can be of importance and distinctiveness.Through analyzing the properties of socialization,which includes self-propagation,instantamusement and explosive-transmission,the author strives to draw a conclusion on key elements of building those attributes in product packages.To turn a package into a hotly debated topic,to reflect individual characters,to facilitate a social scene,and to trigger sharing needs are found effective.It enables the further study on creating top-selling products’package.The research on the social attributes of product package will largely promote branding and selling strategies when product and its package of social properties are made physically and psychologically satisfying for consumers.