论包装的视觉营销功能与个性化

包装作为产品整体概念的一个组成部分,是品牌理念、产品特性、消费心理的综合反映,它直接影响到消费者的购买欲,是建立产品与消费者亲和力的有力手段。包装作为视觉营销策略的重要组成部分,具有视觉传达功能、市场定位功能、传递文化功能。包装的设计应具有个性化,符合、满足消费者的心理,有利于促进商品的销售。

The Visual Marketing Function and Individuation of Product Packaging

As the component of an overall product,packaging is the comprehensive reflection of the brand idea,product feature and consumption psychology,which directly affects the purchase desire of consumers and is a powerful approach in enhancing the affinity between the product and the consumer.Packaging is a key component of visual marketing strategy,playing the roles of visual communication,market positioning,and cultural transmission.The design of a packing must be individualized and meet the psychological demand of consumers,helpful to the sales of the products.