摘要
目的研究山东老字号品牌的包装设计策略,推动老字号企业在传承创新中创造更多社会、经济和文化价值,擦亮老字号牌匾。方法以山东老字号的概述和包装现状为出发点,罗列山东老字号包装存在更新频率低、包装设计风格雷同和知识产权保护意识淡薄的缺点。总结山东老字号品牌必须改变产品原有的落后陈旧包装,利用现代包装设计策略设计新的包装。接着从塑造品牌特色、重视老字号传统文化、包装设计定位、绿色包装设计四个方面探讨研究老字号品牌的包装设计策略,并列举相关的创新案例进行论证。结论山东老字号品牌想要得到更多消费者的青睐,必需在传承品牌文化历史价值的同时,跟上时代的发展变化和消费者消费观念的升级,创新设计出打动人心的包装设计。
Objective Study the packaging design strategy of Shandong old brand, to promote the old brand enterprises to create more social, economic and cultural values in inheritance and innovation, and polish the old brand plaque. Method Starting from the overview of Shandong old brands and packaging status quo, the shortcomings of Shandong old brands packaging were listed, such as low update frequency, similar packaging design style and weak awareness of intellectual property protection. It is concluded that the old brand in Shandong must change the old and backward packaging and design new packaging by using modern packaging design strategy. Then, from four aspects of shaping brand characteristics, attaching importance to the traditional culture of old brands, packaging design positioning, green packaging design, this paper discusses and studies the packaging design strategies of old brands, and lists relevant innovative cases for demonstration. Conclusion In order to get more consumers' favor, Shandong old brand must inherit the cultural and historical value of the brand, keep up with the development of the times and the upgrading of consumer consumption concept, and innovate and design impressive packaging design.
作者
李永慧
LI Yong-hui(Shandong University of Art&Design, Jinan 250014, China)
出处
《绿色包装》
2019年第3期65-68,共4页
Green Packaging
关键词
山东老字号
品牌
包装设计
策略
Shandong old brand
brand
packaging design
strategy
