基于地域性文化符号理论下的品牌包装设计研究——以冲冲糕为例

Research on Brand Packaging Design Based on the Theory of Regional Cultural Symbols—Take Chong Chong Gao as an Example

唐欣然¹

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作者信息

1. 中央财经大学,北京 102200
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摘要

目的针对贵州特色糕点品牌发展动力不足,以都匀冲冲糕为例,探索地域文化转化方法,以推动品牌重塑与创新.方法研究发现市场中产品存在同质化、文化特色缺失及情感连接不足的问题.通过包装设计加强地域视觉符号应用,重塑品牌形象.结论研究改进品牌包装,提供宣传营销创意,推动包装设计行业可持续发展与创新.

Abstract

Objective Aiming at the lack of motivation for the development of Guizhou characteristic pastry brands,this paper takes Du Yuncai cake as an example to explore the method of regional culture transformation in order to promote brand remodeling and innovation.Methods The homogenization,lack of cultural characteristics and lack of emotional connection of products in the market were found.Through packaging design to strengthen the application of regional visual symbols,rebuild the brand image.Conclusion To study and improve brand packaging,provide publicity and marketing creativity,and promote the sustainable development and innovation of packaging design industry.

关键词

地域性文化符号/品牌设计/包装设计/黔南州

Key words

regional cultural symbols/brand design/packaging design/Qiannan Prefecture

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出版年

2024

绿色包装

ISSN：

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