论文部分内容阅读
包装语意的准确传达,需要包装符号体系编码与解码过程的高度统一,要完成包装语意的释义和传达,在包装符号体系构建过程中,就必须对包装定位设计进行系统研究。本文依据包装语意理论,从包装产品的定位分析、目标消费者定位分析、包装产品的品牌分析及竞争对手同类产品包装分析等四个方面展开细化研究,并尝试总结了影响包装语意传达的系列因子。
The accurate transmission of packaging semantics requires a high degree of unity between the encoding and decoding process of packaging symbologies. To complete the interpretation and transmission of packaging semantics, systematic study on packaging location design must be conducted during the construction of packaging symbology. Based on the theory of packaging semantics, the article researches the packaging products from four aspects: packaging product positioning analysis, target consumer positioning analysis, packaging product brand analysis and competitor packaging analysis of similar products, and tries to summarize the series of influential packaging semantic transmission factor.