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刊物期号: 201811

酒类产品包装设计在消费者心理影响下的变化研究(137)

作者: 刘颖鑫

地址:宝鸡职业技术学院,陕西 宝鸡 邮编:721013
摘要 中国酒文化历史悠久,源远流长。时至今日,酒类包装设计也是酒文化的影射,同时,酒类包装会从多个角度来满足消费者的心理需求,如自尊心、形象感、适度心理、保健意识和视味觉共感心理等。在消费者心理因素影响下,酒类包装设计可以分为6种,分别是品级包装设计、礼物包装设计、便利包装设计、务实包装设计、赠品包装设计和年龄包装设计,不同包装能够吸引不同层次的消费者,进而提升酒品的销售利润。本文将举例简析消费者心理影响下的酒类包装设计方案,并提出个人见解。
关键词 消费者; 心理影响; 酒类包装设计
中图分类号: TS262.3;TS261.4 文献标识码: A 文章编号: 1001-9286(2018)11-0137-04

英文标题: Wine Products Packaging Design under the Influence of Consumers’ Psychological Needs

英文作者: LIU Yingxin

英文地址: Baoji Vocational Technology College, Baoji, Shanxi 721013, China

英文摘要 China has a long history of wine culture. Today, wine product packaging design is a reflection of wine culture, meanwhile, it could satisfy consumers’ psychological needs such as self-respect, personal image, and healthcare consciousness etc. Under the influence of consumers’ psychological needs, wine packaging design could be divided into six categories including quality grade packaging design, gift packaging design, convenient packaging design, economical packaging design, free-gift packaging design, and age-related packaging design. Different packaging design faces different consumers. As a result, the profits of wine product get increased. In this paper, we shared some viewpoints about wine packaging design. (Trans. by YUE Yang)
英文关键词 consumers; psychological influence; wine product packaging design
      

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