基于波普艺术的品牌包装构建研究

A Study on Brand Packaging Construction Based on Pop Art

包装的设计是品牌塑造中关键的一环。随着消费文化的改变,传统包装越来越难以满足品牌的塑造,品牌包装发展需要找到新的突破口。如何最大程度实现品牌价值,艺术与商业的联袂尤为重要。在高度信息化时代,艺术与商业的融合是时代的必然,而波普艺术以其商业性与通俗性的兼具特性,得到消费者的认可,并从多个维度参与到品牌包装的构建中。本文从品牌包装的设计视角出发,细述了在艺术精神与商业逻辑的新型关系下,波普艺术的价值所在。

Packaging design is a key part of brand building.With the change of consumer culture,traditional packaging is becoming more and more difficult to meet the shaping of the brand,the development of brand packaging needs to find a new breakthrough.How to maximize the realization of brand value,the combination of art and business is particularly important.In the era of high information technology,the integration of art and commerce is the inevitable of The Times,and pop art,with its characteristics of both commerciality and popularity,has been recognized by consumers and participated in the construction of brand packaging from multiple dimensions.From the perspective of brand packaging design,this paper details the value of pop art under the new relationship between artistic spirit and commercial logic.