元宇宙视域下产品包装营销及包装设计策略分析

Analysis of Product Packaging Marketing and Packaging Design Strategy from the Perspective of Meta-universe

元宇宙时代下,越来越多的品牌开始另辟蹊径,利用耳目一新的产品包装创意,吸引客户注意,影响客户对该品牌的态度和购买意图。新的营销手段及包装上新技术的应用不仅提高了包装设计的上限,更能吸引和突破消费者的认知,而且为品牌营销、互动构建、消费体验提供了新的价值和想象空间。探索元宇宙视域下产品包装营销策略的影响和设计方法,通过对诸多新时代包装设计实践案例的区别分析,探析元宇宙时代下影响产品包装设计和营销策略的更多变量,为设计师在以后的实践活动中提供明确的设计依据,为未来的相关研究提供一定参考和帮助。

In the era of the meta-universe,more and more brands have begun to find new ways to use fresh product packaging ideas to attract customers'attention and influence customers'attitudes and purchase intentions towards the brand.New marketing methods and the application of new technologies on packaging not only improve the upper limit of packaging design,but also attract and break through the cognition of consumers,and provide new value and imagination space for brand marketing,interactive construction and consumption experience.This paper explores the influence and design method of product packaging marketing strategy from the perspective of the meta-universe,and analyzes more variables that affect product packaging design and marketing strategy in the meta-universe era through the difference analysis of many practical cases of packaging design in the new era,so as to provide clear design basis for designers in future practical activities and provide certain reference and help for future related research.