本文選題：品牌識別　切入點：感知原型　出處：《包裝工程》2017年16期 　論文類型：期刊論文

【摘要】：目的以容器形態(tài)增強品牌識別度、提升品牌價值。方法提出了以受眾感知和品牌特征引導容器造型的思路。首先,在對容器設計的現(xiàn)狀及其與品牌感知關系分析基礎上,提出以受眾的認知原型引導容器設計的概念立意、要素提煉和形態(tài)組織;然后,聯(lián)系品牌基因以頭腦風暴進行概念細化,生成備選方案;最后,以設計實例對該方法的可用性進行驗證。結論包裝容器是外化品牌內(nèi)涵的載體,其應成為強化品牌識別、提升品牌價值的有益部分;概念設計階段以受眾感知原型和品牌特征為容器造型推衍起點,可促進設計編碼與受眾解碼的協(xié)調(diào);方案細化時,容器的形態(tài)、色調(diào)和材質(zhì)須與外包裝相適配,方能實現(xiàn)以容器強化品牌識別的目標。
[Abstract]:Objective to enhance brand recognition and brand value by container morphology. Methods the method of guiding container modeling with audience perception and brand characteristics is put forward. Firstly, based on the analysis of the present situation of container design and the relationship between container design and brand perception, The concept of container design is guided by the cognitive prototype of the audience. Then, the concept of conceptual conception, the extraction of elements and the organization of form are proposed. Then, the concept is refined by brainstorming with brand gene, and the alternative scheme is generated. Conclusion Packaging container is the carrier of external brand connotation, and it should be a beneficial part to strengthen brand identification and enhance brand value. In the conceptual design stage, the prototype of audience perception and brand characteristics are taken as the starting point of container modeling, which can promote the coordination of design coding and audience decoding; when the scheme is refined, the shape, tone and material of the container should be adapted to the outer packaging. In order to achieve the goal of enhancing brand identification with containers.
【作者單位】： 西安理工大學;西安科技大學;
【分類號】：TB486

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本文編號：1578822