“蒋元生千年苗浴”产品品牌包装设计策略研究

Research on the Brand Packaging Design Strategy of“Jiang Yuansheng Millennium Miao Bath”Products

贵州苗医苗药历史悠久,声名远扬,民间流传“千年苗医,万年苗药”之说,蒋元生先生是贵州省级非物质文化遗产传承人,他在苗医苗药的传播和发扬上做出了突出贡献。本文以“蒋元生千年苗浴”产品品牌包装设计为例,探究具有地方特色的产品品牌包装设计相关问题,主要从当前产品包装的问题入手,对地域特色产品包装的发展历程,从其文化意义、传承意义,从消费者的视觉感受力到传播力等各方面着手分析产品包装的改善策略。通过提出问题―分析问题―解决问题的研究思路,在全新社会背景下,尝试探索出适合消费者需求、市场发展、同时又具有地域文化特色的品牌包装设计策略。

Guizhou Miao medicine has a long history and a long reputation,the folk spread of“one thousand years Miao medicine,ten thousand years Miao medicine”said,Mr.Jiang Yuansheng is the inheritor of Guizhou provincial intangible cultural heritage,he has made outstanding contributions to the dissemination and development of Miao medicine.This paper takes“Jiang Yuansheng one thousand miao bath”product brand packaging design as an example,explore the local characteristics of product brand packaging design problems,mainly from the current product packaging,the development of regional characteristic product packaging,from its cultural significance,inheritance significance,from the consumer visual perception to spread various aspects to analyze the product packaging improvement strategy.Through the research idea of raising problems--analyzing problems--solving problems,under the new social background,we try to explore the brand packaging design strategy suitable for consumer needs,market development,and regional cultural characteristics at the same time.