包装视觉隐喻对品牌认知的影响
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摘要
目的探究产品包装的视觉隐喻对消费者品牌认知的影响。方法先从包装的具体元素(形状、颜色、材料),再到局部构造(品牌字体标志和产品形象的位置),最后到整体设计这3个方面分别阐述了包装视觉隐喻对品牌认知的影响,并以跨通道一致理论和判断启发式认知策略为启示,阐述了包装视觉隐喻影响品牌认知的理论。结论包装的视觉隐喻对品牌认知有重要影响,研究结果有利于企业重视和挖掘包装的营销价值,有一定的市场价值。
The work aims to explore the impact of visual metaphor of product packaging on consumer's brand cognition. The effects of packaging's visual metaphor on brand cognition were elaborated from the specific elements of the packaging(shape, color, material), and then to the local structure(the logotype and the position of product image) and finally to the overall design. Based on the inspiration by the crossmodal correspondences and heuristics, the theoretical explanation of effects of packaging's visual metaphor on brand cognition was made. The visual metaphor of packaging has an important influence on brand cognition and its research results are helpful for the enterprises to value and dig the marketing value of the packaging. The visual metaphor has certain market value.
The work aims to explore the impact of visual metaphor of product packaging on consumer's brand cognition. The effects of packaging's visual metaphor on brand cognition were elaborated from the specific elements of the packaging(shape, color, material), and then to the local structure(the logotype and the position of product image) and finally to the overall design. Based on the inspiration by the crossmodal correspondences and heuristics, the theoretical explanation of effects of packaging's visual metaphor on brand cognition was made. The visual metaphor of packaging has an important influence on brand cognition and its research results are helpful for the enterprises to value and dig the marketing value of the packaging. The visual metaphor has certain market value.
引文
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[5]ANG S H,LIM E A C.The Influence of Metaphors and Product Type on Brand Personality Perceptions and Attitudes[J].Journal of Advertising,2006,35(2):39-53.
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[8]MOHEBBI B.The Art of Packaging:an Investigation into the Role of Color in Packaging,Marketing,and Branding[J].International Journal of Organizational Leaderhip,2014,3(2):92-102.
[9]KAUPPINEN H.Strategic Use of Colour in Brand Packaging[J].Packaging Technology&Science,2014,27(8):663-676.
[10]王敏,吕娅洁.设计·材质·情感[J].文艺争鸣,2011(5):159-160.WANG Min,LYU Ya-jie.Design Material Emotion[J].Literary Contention,2011(5):159-160.
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[12]章翔.现代白酒包装设计中感性化体现[J].轻工科技,2012(7):121-122.ZHANG Xiang.Perception of Modern Liquor Packaging Design[J].Light Industry Science and Technology,2012(7):121-122.
[13]ROUX A L,BOBRIE F,THEBAULT M.A Typology of Brand Counterfeiting and Imitation Based on a Semiotic Approach[J].Journal of Business Research,2016,69(1):349-356.
[14]AHMED Z U,JOHNSON J P,XIA Y,et al.Does Country of Origin Matter for Low-Involvement Products?[J].International Marketing Review,2004,21(1):102-120.
[15]KRAUS A,GIERL H.The Logo Matters:the Effect of the Logo Type on the Attitude Towards Co-products[J].International Journal of Advertising,2017(4):1-18.
[2]ROMPAY T J L V,VELTKAMP M.Product Packaging Metaphors:Effects of Ambiguity and Explanatory Information on Consumer Appreciation and Brand Perception[J].Psychology&Marketing,2014,31(6):404-415.
[3]UNDERWOOD R L.The Communicative Power of Product Packaging:Creating Brand Identity Via Lived and Mediated Experience[J].Journal of Marketing Theory&Practice,2015,11(1):62-76.
[4]ZIEMKIEWICZ C,KOSARA R.The Shaping of Information by Visual Metaphors[J].IEEE Transactions on Visualization&Computer Graphics,2008,14(6):1269-1276.
[5]ANG S H,LIM E A C.The Influence of Metaphors and Product Type on Brand Personality Perceptions and Attitudes[J].Journal of Advertising,2006,35(2):39-53.
[6]SCHOORMANS J,BERGE M E D,LAAR G V D,et al.Designing Packages that Communicate Product Attributes and Brand Values:an Exploratory Method[J].The Design Journal,2010,13(1):31-47.
[7]GAELLEP S.The Influence of the Product Package on Functional and Symbolic Associations of Brand Image[J].Recherche et Applications en Marketing,2009,24(2):53-71.
[8]MOHEBBI B.The Art of Packaging:an Investigation into the Role of Color in Packaging,Marketing,and Branding[J].International Journal of Organizational Leaderhip,2014,3(2):92-102.
[9]KAUPPINEN H.Strategic Use of Colour in Brand Packaging[J].Packaging Technology&Science,2014,27(8):663-676.
[10]王敏,吕娅洁.设计·材质·情感[J].文艺争鸣,2011(5):159-160.WANG Min,LYU Ya-jie.Design Material Emotion[J].Literary Contention,2011(5):159-160.
[11]METCALF L,HESS J S,DANES J E,et al.A Mixed Methods Approach for Designing Market Driven Packaging[J].Qualitative Market Research,2012,15(3):268-289.
[12]章翔.现代白酒包装设计中感性化体现[J].轻工科技,2012(7):121-122.ZHANG Xiang.Perception of Modern Liquor Packaging Design[J].Light Industry Science and Technology,2012(7):121-122.
[13]ROUX A L,BOBRIE F,THEBAULT M.A Typology of Brand Counterfeiting and Imitation Based on a Semiotic Approach[J].Journal of Business Research,2016,69(1):349-356.
[14]AHMED Z U,JOHNSON J P,XIA Y,et al.Does Country of Origin Matter for Low-Involvement Products?[J].International Marketing Review,2004,21(1):102-120.
[15]KRAUS A,GIERL H.The Logo Matters:the Effect of the Logo Type on the Attitude Towards Co-products[J].International Journal of Advertising,2017(4):1-18.