强化中国薯片品牌形象包装设计的研究

Abstract

Is various and discriminating design strategy for brand strengthening is required at domestic confectionery market according to modern consumption pattern that consume brand and brand image than physical use of product. In particular, package design must recognize that is trial manufacture of brand marketing activities that imply consumer life-style and element that display concreteness of brand anger. The reason is that package design is 'Face' of brand if brand is 'Mind' of enterprise or product. Accordingly, in this paper, that is package design that is effective in brand strengthening specially to confectionery reasonable method of package design present wish to. I did 5 factor analysises and questionnaire to package designs of China couple 8 potato chip product for this. As a result, because form and design motive were similar in China product, difference was not seen. Therefore, visual device that derive consumer's in terest for brand strengthening through practical use of Chabyeoljeok form seen in outside the country brand along with visual element, illustration, logotype, color, layout of package design can be required in confectionery market's package design domestic. I can suggest package design for China potato chip brand image strengthening. First, logotype is important image representation that is plain and simple and is seen well and is unified, and second, color should be handled consecutively from development planning department as important element in package design. Other illustration or picture was expose that need visual interest and various development of courage in package technological side.