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香水品牌形象建构中包装设计策略研究
引用本文:蒋永华.香水品牌形象建构中包装设计策略研究[J].包装工程,2012,33(22):64-67,72.
作者姓名:蒋永华
作者单位:北京工商大学,北京100048
基金项目:北京工商大学青年教师科研启动基金资助项目(QNJJ2012-19)
摘    要:分析了品牌的含义和香水品牌的独特文化个性,论述了包装设计对香水品牌个性的表现,香水的包装造型可以宣扬品牌含义,包装色彩应符合品牌的个性,装饰图形可以展现品牌理念,包装材质能够表现品牌气质。进而分析了国际时尚品牌香奈儿与安娜苏香水在包装设计上的对比,归纳了两者对旗下香水品牌采取的不同包装策略。在此基础上,提出了包装设计是香水品牌形象建构的有力工具。

关 键 词:包装设计  香水品牌  个性理念  形象建构
收稿时间:2012/6/12 0:00:00
修稿时间:2012/11/20 0:00:00

Research on Packaging Design Strategy in Construction of Perfume Brand Image
JIANG Yong-hua.Research on Packaging Design Strategy in Construction of Perfume Brand Image[J].Packaging Engineering,2012,33(22):64-67,72.
Authors:JIANG Yong-hua
Abstract:It analyzed the brand meaning and unique cultural characteristics of the perfume brand. It discussed the personality of the perfume brand can be expressible by packaging design. Packaging modeling can promote perfume brand meaning, and its color should be consistent with the brand. Graphics on the packaging may show brand concept,and material can express the brand temperament. Then, it analyzed the packaging design comparison of the fashion brand Chanel and Anna Sui perfume, and summarized both perfume brand taking the different packaging strategies. Based on this, it concluded that the packaging design was a powerful tool for the image construction of the perfume brand.
Keywords:
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