| 包装视觉隐喻对品牌认知的影响 |
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| 引用本文： | 杨智,周璇,涂阳军.包装视觉隐喻对品牌认知的影响[J].包装工程,2019,40(2):55-59. |
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| 作者姓名： | 杨智 周璇 涂阳军 |
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| 作者单位： | 湖南大学,长沙,410082;湖南大学,长沙,410082;湖南大学,长沙,410082 |
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| 基金项目： | 湖南省软科学研究计划重点项目（2017Zk3054） |
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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。
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| 关 键 词： | 包装 视觉隐喻 品牌认知 跨通道一致 判断启发式 |
| 收稿时间： | 2018/10/12 0:00:00 |
| 修稿时间： | 2019/1/20 0:00:00 |
Impact of Packaging's Visual Metaphors on Brand Cognition |
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| YANG Zhi,ZHOU Xuan and TU Yang-jun.Impact of Packaging's Visual Metaphors on Brand Cognition[J].Packaging Engineering,2019,40(2):55-59. |
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| Authors: | YANG Zhi ZHOU Xuan and TU Yang-jun |
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| Affiliation: | Hunan University, Changsha 410082, China,Hunan University, Changsha 410082, China and Hunan University, Changsha 410082, China |
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| Abstract: | 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. |
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| Keywords: | packaging visual metaphors brand cognition crossmodal correspondences heuristics |
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