本文選題：食品包裝　切入點：視覺語言　出處：《哈爾濱理工大學》2013年碩士論文　論文類型：學位論文

【摘要】：伴隨著社會與商品經(jīng)濟的發(fā)展，各企業(yè)之間的商業(yè)競爭愈來愈激烈，在這種形勢下，設計藝術(shù)突出其視覺優(yōu)勢，同經(jīng)濟學領(lǐng)域的市場營銷學共同成為企業(yè)對消費者消費態(tài)度的重視對象，因此，在這個時候出現(xiàn)了消費者價值的概念。以消費者價值為中心的商業(yè)設計，成為了企業(yè)進行生產(chǎn)銷售環(huán)節(jié)的主要目的之一，只有在這種商業(yè)價值轉(zhuǎn)化成消費者價值的時候，設計才會創(chuàng)造新的價值。那么，如何讓設計來促進市場銷售，讓消費者通過包裝設計對產(chǎn)品產(chǎn)生購買行為，成為了當今食品包裝設計需要解決的主要問題。 食品包裝設計以廣告的形式為企業(yè)建立突出視覺的形象，也為企業(yè)在生產(chǎn)、流通和消費領(lǐng)域搭建與消費者溝通的市場平臺、體現(xiàn)企業(yè)營銷的核心價值中發(fā)揮著極其重要的作用。特別是自助購物形式的超級市場的大量出現(xiàn)，改變著消費者的消費方式，消費者在購買商品時，往往會通過食品包裝的外在形象去判定產(chǎn)品的質(zhì)量，因此包裝設計在企業(yè)品牌延續(xù)和品牌增值的商業(yè)戰(zhàn)略中具有較強的競爭力，不僅能夠體現(xiàn)商品檔次，而且能使商品迎合消費者的心理需求，給消費者留下清晰的印象，起到吸引消費者產(chǎn)生購買欲望且再次購買的作用。 本文從食品包裝設計的視覺語言方面入手，來探討當今商業(yè)設計環(huán)境的發(fā)展方向，解決設計藝術(shù)、設計市場與消費者三者之間的互動關(guān)系。有助于推動設計市場向著運轉(zhuǎn)有序，良性循環(huán)的方向發(fā)展，研究和探討在設計、市場以及消費者之間的一系列問題。我們在設計的過程中也要把這些可能影響消費者對商品的感知因素考慮進去，才能具有針對性地將設計與心理學相關(guān)理論有機結(jié)合，，在銷售環(huán)境中突出食品包裝設計的視覺效果，引導消費者的消費行為，從而產(chǎn)生一系列的消費行為。
[Abstract]:With the development of society and commodity economy, the commercial competition among enterprises is becoming more and more intense. In this situation, the design art highlights its visual advantages. Together with marketing in the field of economics, it has become an important object for enterprises to pay attention to consumer consumption attitude, so at this time, the concept of consumer value has emerged. It has become one of the main purposes of production and sales in enterprises. Only when this commercial value is transformed into consumer value can design create new value. The main problem of food packaging design is to make consumers purchase products through packaging design. Food packaging design establishes an outstanding visual image for enterprises in the form of advertisements, and also establishes a market platform for enterprises to communicate with consumers in the fields of production, circulation and consumption. In particular, the appearance of supermarkets in the form of self-help shopping is changing the consumption mode of consumers, and consumers are buying goods. The product quality is often judged by the external image of food packaging, so packaging design has strong competitiveness in the business strategy of brand continuation and brand appreciation, which can not only reflect the grade of goods, Moreover, it can make the goods meet the psychological needs of consumers, leave a clear impression on consumers, and play the role of attracting consumers to buy and buy again. Starting with the visual language of food packaging design, this paper discusses the development direction of today's commercial design environment and solves the design art. The interaction between design market and consumers is helpful to promote the development of design market in the direction of orderly operation and virtuous circle. A series of problems between the market and consumers. In the process of design, we should also take into account these factors that may affect consumers' perception of goods, in order to combine design with relevant theories of psychology in a targeted way. In the marketing environment, the visual effect of food packaging design is highlighted, and the consumer's consumption behavior is guided, resulting in a series of consumer behaviors.
【學位授予單位】：哈爾濱理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：TS206.2;F713.55

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相關(guān)期刊論文 前1條

1 陳志瑩;;現(xiàn)代包裝設計的風格問題解析[J];包裝工程;2009年04期

本文編號：1618067