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本文以包装设计的视觉传达为研究对象,首先列举了四种包装中视觉传达的表现形式,包括包装材质、包装图案、包装设计、包装色彩;其次分析了视觉包装设计对消费行为的影响,分别是影响消费者对产品的评估,影响消费者的购买欲望;最后提出了三点提高包装设计视觉传达效果的策略,分别是建立起包装设计中的艺术性通感,避开市场上的同质化趋势,契合产品本身风格特色。希望可以为产品包装设计的实际应用提供一定有价值的参考意见。
In this paper, the visual communication of packaging design is taken as the research object. Firstly, the visual expression of four kinds of packaging is listed, including packaging material, packaging design, packaging design and packaging color. Secondly, the influence of visual packaging design on consumer behavior, Is to affect the consumer product evaluation, affecting the consumer’s desire to purchase; finally proposed three strategies to improve the visual effects of packaging design strategies, respectively, is to establish an artistic sense of packaging design, to avoid the homogenization of the market Trend, fit the product itself style characteristics. Hope that the practical application of product packaging design provides some valuable reference.