基于品牌形象构建的包装设计研究

目的 探寻包装设计与品牌形象建构的统一，为产品的包装设计提供参考。方法 分析包装设计及其重要性，探究包装设计对于品牌的形象塑造的作用，并分析基于品牌形象塑造的包装设计策略。结论 基于品牌形象建构的包装设计应该紧紧结合企业市场营销总体战略，通过醒目的外观设计提高品牌形象识别力，建立与企业形象统一的包装形象。

Research on Packaging Design Based on Brand Image Construction

Objective:To explore the unity of packaging design and brand image construction, so as to provide reference for product packaging design.Methods:Analyze packaging design and its importance, explore the role of packaging design in brand image building, and analyze packaging design strategies based on brand image building.Conclusion:Packaging design based on brand image construction should closely combine with the overall marketing strategy of the enterprise, improve the brand image recognition through eye-catching appearance design, and establish a packaging image that is unified with the enterprise image.