现代包装设计中品牌认知的视觉语境构建

以消费者常根据品牌的熟悉程度来决定购买行为为启示,分析了消费者对包装的认知情感需求,从色彩、文字、图形、结构和造型五方面,论述了现代包装设计中品牌认知的视觉语境构建,提出了包装作为商品和消费者之间的交流媒介,要根据消费者对商品的心理需求,谋略出适合的表现策略,引导消费者树立对品牌的信念,促进商品品牌认知的建立。

Visual-Context Construction of Brand Cognitive in Modern Packaging Design

Taking the consumers often making a decision of buying something according to brand familiarity as the inspiration,it analyzed the cognitive emotion needs on the packaging of the consumer.From the five aspects-the color,text,graphics,structure and form,it discussed the visual context construction of brand cognition in modern packaging design,and put forward packaging as a communication medium between commodity and consumers,according to the psychological needs of consumer for goods,and should design a suitable method to show to the consumers,guide the consumers to establish the brand′s belief,and to promote forming the brand cognitive.