摘要
面对新的消费升级,研究地域文化为饮品类包装带来的消费升级和意义,以武汉恒润拾运营管理有限公司旗下"汉口二厂"城市纪念系列橙汁汽水瓶贴的实际设计案例,探析地域文化特点、文化符号提取与转译应用的设计方法,结合消费群体心理需求、以及品牌系列化瓶贴设计的具体方法,说明了地域文化对提升品牌价值的实际意义。意在从地域文化的角度去构建饮品包装特色,提升品牌内容建设,为品牌推广创造更多的视觉体验。
In order to cope with the new consumption upgrade and study the consumption upgrade and significance brought by the regional culture for beverage packaging,the article uses the actual design of the"Hankou Second Factory"Urban Memorial Series Orange Juice Soda Bottle Sticker under Wuhan Hengrun Shi Operation Management Co.,Ltd.The purpose of the case is to explore the characteristics of regional culture,the design method of cultural symbol extraction and translation application,combined with the psychological needs of consumer groups and the specific methods of brand series bottle design,to illustrate the practical significance of regional culture in enhancing brand value.The goal of the article is to build beverage packaging features from the perspective of regional culture,enhance brand content construction,and create more visual experiences for brand promotion.
作者
员勃
陈莹燕
Yuan Bo;Chen Ying-yan(Wuhan Polytechnic UniversityWuhan,Hubei,430000)
出处
《湖南包装》
2020年第3期122-124,133,共4页
基金
武汉轻工大学校科研项目阶段性成果(编号:2020Y27)。
关键词
地域文化
饮品包装
瓶贴设计
品牌
系列化
Regional Culture
Beverage Packaging
Bottle Sticker Design
Brand
Serialization
