白酒包装的消费认知与品牌提升方法探析

Analysis of Symbol Cognition and Brand Building in Liquor Packaging Design

本文在阐述包装设计与品牌认知间存在相互关联、强调稳定的包装型态可增强品牌符号认知的基础上,着重分析了当前白酒包装设计的不足和导致品牌识别困难的内因。提出了以强调品牌差异、稳定包装视觉来强化包装的符号认知,以融入消费情境、倡导人性化包装来塑造品牌认同的白酒包装设计策略,以期促进白酒品牌包装设计的良性发展。

On the basis of expounding the relationship between packaging design and brand cognition,emphasizing that stable packaging type can enhance brand symbol cognition,this paper focuses on the analysis of the current shortcomings in liquor packaging design and the internal causes of difficulty in brand identification.This paper proposes a wine bag design strategy that emphasizes brand differences and stabilizes packaging vision to strengthen the symbolic cognition of packaging,integrates into consumption situations and advocates easy-to-use packaging to shape brand identity,in order to promote the healthy development of liquor brand packaging design.