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包装策略与销售包装设计 总被引:1,自引:0,他引:1
围绕商品销售,探讨包装策略的内容及其与懈装设计的关系,指出销售包装设计械分为科学技术设计和促销设计两个方面,提出了从包装策略的角度来考虑销售包装设计的构思方法。 相似文献
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<正> 在中国包装标准里是这样解释"包装的":为在流通过程中,保护产品、方便储运、促进销售,按一定技术方法而采用的容器、材料及辅助物品总体名称。在产品流通领域中,一般将包装分成运输(大)包装和销售(小)包装两大类。一、销售包装是包装的主流我国的包装工业,主要是改革开放以后,在底子薄、水平低的基础上发展起来的。其中经历过: 相似文献
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出口商品销售包装装潢画面上的文字,是向消费者介绍商品、宣传商品、传达信息,起到扩大销售和提高售价的功能。因此,包装装潢画面上的文字设计,是包装装潢设计人员和生产企业经营者必须引起重视的课题。 一、装潢画面上的文字要适合展销要求 设计一个成功的销售包装,对促进 相似文献
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出口商品销售包装要按照商品的性质、形态、数量和所销售的不同国家和地区的特点,设计出科学的结构和造型,不但要起到保护出口商品在贮运过程中的安全,还要便于在国际市场的陈列展销、方便消费者携带和使用。生产企业经营决策和包装装潢设计人员,要根据不同商品、不同包装材料和生产工艺技术件进行定位设计。 相似文献
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大米销售包装现状及改进建议 总被引:1,自引:0,他引:1
1.目前国内大米销售包装的现状我国是产米大国,1992年全世界大米产量在5.2亿吨左右,其中我国就有1.85亿吨,占35%,居于首位。其次为印度、印尼、泰国。从总体看,我国大米产量大,消费也大。但90年代初,我国的大米由于包装不善,大部分是采用麻袋、布袋包装,破袋、裂口现象较为严重,损失较高。针对大米包装的现状,粮食包装行业提出了“大改小,重改轻”,向小包装发展的 相似文献
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出口商品销售包装要按照商品的性质、形态、数量和所销售的不同国家和地区的特点,设计出科学的结构和造型,不但要起到保护出口商品在储运过程中的安全,还要便于在国际市场的陈列展销、方便消费者携带和使用。生产企业经营决策和包装装潢设计人员,要根据不同商品、不同包装材料和生产工艺技术件进行定位设计。 相似文献
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包装行业在迅速发展,包装工业总产值在整个工农业总产值中的比例不断增大。可是我国的包装还比较落后,不合理的包装并非少见。为了使不合理的包装合理化,一个目标就是要提高包装的综合价值。一、销售包装装潢的价值组成销售包装装潢的综合价值应该由物质价值、精神价值和经济价值三部分组成。物质价值又称实用价值,指包装为满足人们物质生活需要而体现出的效用如保护性、方便性等;精神价值则指满足人们精神生活需要而体现出的效用,如广告宣传作用、审美价值等;经济价值指包装满足人们经济生活的效用,主要指包装费用占商品价值(或价格)的比例。其中,物质价值是商品包装最基本的价值组成,但随着文化生活水平的提高。人们愈来愈看重包装的精神价值。这 相似文献
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市场销售与消费心理──兼谈商品包装装潢的发展趋势郭衡林商品的生产需要好的市场销售,而市场销售必须满足消费者心理。为了促进市场的销售、发展、扩大生产,满足广大消费者的需要,商品的包装装潢成了推销商品的一个重要的手段之一。包装的改进、美化,可以提高商品的... 相似文献
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目的 从消费心理出发探寻包装设计的有效路径。方法 由包装的基本功能入手,引出消费心理在包装中的重要作用,接着深入内部探寻包装设计与消费心理的相互关系,包括不同类型消费者的心理及其不同阶段的购买动机,借助这一特点分析基于消费者购买心理的包装设计策略,指出包装设计必须建立在深入调查消费者的消费需要和消费动机的基础之上,最大化地满足消费者普遍所持的心理特征,同时把握消费者消费心理的发展因素,最后将视线锁定在食品包装设计、养生产品包装设计、酒水包装设计等领域,分别探讨有效的设计策略。结论 从消费者的消费心理出发,在包装中融入相关元素,不仅能够美化商品外包装,吸引消费者的注意,还能使包装具备强大的营销功能,在传递商品信息的同时,达到促进消费的结果。 相似文献
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从酒类包装的现状出发,分析了酒类包装的心理功能,剖析了影响酒类包装设计的顶端辐射、自尊需要、尊重及形象、奢侈炫耀、健康及适度等消费者心理;并根据消费者的心理需求,制定出适合消费者需要的等级包装设计、求便包装设计、礼品包装设计、赠品包装设计、求实包装设计、性别包装设计等策略,以提高酒类包装的促销能力,达到拓展市场的目的。 相似文献
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目的扩展包装再利用设计的设计思路,增加包装设计的环境友好性,探讨互动理念在包装再利用设计中的运用规律。方法通过对一些典型基于互动理念的包装再利用设计案例剖析,以互动性和再利用性为分析重点,对互动性理念在包装再利用设计中的应用进行研究。结论现代包装再利用设计应重视包装受众的作用,通过在包装设计之初即融入互动理念,使包装受众广泛的参与其中,提高再利用的效果,为设计师提供一定的设计思路。 相似文献
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Consumer Perceptions of Food Packaging: Contributing to or Counteracting Environmentally Sustainable Development?
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Packaging has a fundamental role in ensuring safe delivery of goods throughout supply chains to the end consumer in good condition. It also has great potential to contribute to sustainable development. This paper explores and provides insights on Swedish consumer perceptions and knowledge of environmental aspects of food packaging and elaborates on how these can contribute to or counteract environmentally sustainable development. A study based on a consumer survey carried out in Sweden is presented. A review of recent packaging research emphasizes the protective function of packaging as its most important contribution to the environmental dimension of sustainable development. Contrary to this, consumers almost exclusively refer to the packaging material when it comes to their perceptions of the environmental impact of packaging. Paper‐based packaging is strongly understood by the surveyed consumers to be environmentally advantageous, whereas plastic and metal are not. This study further indicates that a majority of the Swedish consumers surveyed are aware of their shortcomings in judging the environmental status of food packaging, indicating a need for guidance; otherwise, consumer choices can unintendedly counteract environmentally sustainable intentions. Copyright © 2015 John Wiley & Sons, Ltd. 相似文献
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Sustainability is one of the ‘buzz’ words that is highly discussed in the area of packaging nowadays. For many product manufacturing business, incorporation of sustainability principles into their business practice can only be visualized by others in the end product through packaging. Besides the criteria, underlying concepts and principles, most discussions towards achieving goals for sustainable packaging are focused on details of models and practices adopted by the industry, and the effectiveness and practicality of these practices in balancing the economic profits and environmental benefits. While the economic and environmental bases of packaging sustainability have been examined and discussed in great detail, the same is not true of social consideration. Although the success of sustainable packaging development actually relies on both technological development and social considerations, many of the social aspects of sustainable packaging are often overlooked. Although many companies have been putting the efforts and initiatives to elevate sustainability from an abstract goal into an immediate priority, relatively little is known about the consumers' insights of packaging sustainability. Recognizing the consumers as the final arbiter of the success of sustainable packaging, this paper will explore consumers' perceptions on the sustainable packaging concept, their perceptions of the impact to the environment and discuss factors that drive consumers' preferences and purchase decision. Discussion and information gathered in this paper is aimed to stimulate understanding on the importance of the social dimension of packaging sustainability and its role in supporting the efforts to improve sustainability practice. Copyright © 2010 John Wiley & Sons, Ltd. 相似文献
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The consumer's role in the packaging value chain thinking has increased. This paper identifies the basic functions of packaging as well as the importance of the visual and structural elements from the consumer's view. However, it is unclear what packaging experts associate with consumers' packaging interactions. Professionals working in the field are still in the key position of defining directions in the packaging industry. The paper investigates how professionals perceive consumer interactions with packaging, and identifies challenges in consumer‐centred packaging development. The research materials were collected from 14 theme interviews with representatives of higher education, packaging research and packaging design agencies. As a result, five narratives and five challenges for consumer‐centred packaging development were constructed. The narratives describe the following: (a) the symbiotic product–packaging relationship; (b) the everyday context highlighted in purchase and use situations; (c) how consumers become aware of packages; (d) a fashion system of packaging; and (e) everyday routines and rituals involving packaging. The aims of the paper are to raise the awareness of how professionals perceive consumer interaction with packaging, to provide insight into factors relevant for consumer‐centred packaging development in industry and to identify the potential challenges, from the professionals' view, for adopting a consumer‐centred model. Copyright © 2014 John Wiley & Sons, Ltd. 相似文献
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针对包装对于品牌形象塑造的重要意义,论述了产品包装在塑造品牌形象时应遵循的基本原则,强调产品包装要根植于消费者的内心世界,并提出要在产品包装创新中不断丰富品牌形象. 相似文献
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目的解决高档白酒包装设计困境,努力开发适应市场结构变化的新包装。方法从消费者需求的角度论述高档白酒包装设计,深入剖析高档白酒包装构成以及高档白酒需求的根本原因,挖掘形成高档包装的因素。结论有针对性地引导开发新型白酒包装,设计出既具有品牌文化又具有高档视觉效果的经济型新包装。 相似文献
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基于消费者心理的男性化妆品包装设计分析 总被引:1,自引:0,他引:1
目的从男性消费者心理的角度来分析化妆品包装设计。方法通过调研分析男性消费者选购化妆品品牌的关注因素,皮肤关注点和困扰,购买化妆品的原因,以及男性消费者偏爱的化妆品包装设计。结论男性化妆品包装应展现出更强劲的视觉冲击力,令消费者感到使用产品后可以精神饱满,更有男士魅力。男性消费者偏爱的化妆品包装设计中,包装造型偏向简洁大方和稳重有力的风格,包装材质以玻璃和塑料为主,包装色彩倾向以黑白灰为主,以少量鲜艳色彩搭配,或冷色系为主,装饰图形崇尚简洁风格。 相似文献
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包装设计与消费者逆反心理 总被引:3,自引:3,他引:0
分析了在商品销售竞争日益加剧的今天,商品包装已经大大超越包装的原始属性,成为商家和消费者之间的一个桥梁,同时,商品包装已经走向多元化发展,而更多的是商家缺乏包装设计人性化的理念,以致给消费者造成逆反心理。在此基础上,论述了消费者逆反心理的基本定义与延伸意义,以及形成消费者逆反心理的机制。在此基础上,从材质和装潢2个方面,提出了基于消费者逆反心理的包装设计要点。 相似文献