消费社会中快速消费品包装设计的转向

快速消费品的包装设计是企业的重要经营资源。随着消费欲望的膨胀和社会面貌的多样化,快速消费品的包装设计不可避免需要建立内在的秩序化。这种包装设计的秩序化有助于单个快消品建立品牌形象,但易导致同品类快消品品牌模式化。不同品类快消品包装的秩序化基于材料与工艺支持。而消费社会丰富多元的审美需求,使快速消费品包装在审美的外在体现上呈现出符号化、个性化、地域化和自由感几个重要转向。这些转向是品牌发展的有效助力,也是社会生活的图式表达。

Transformation in Package Design for Mass Consumer Goods in the Consumer Society

Package design for mass consumer goods is an important marketing resource for business. As consumption desires expand and social living diversifies,package design needs to have internal regularity. It contributes to the image of a single brand,but lead to stereotypes for goods of the same category. Package regularity of different mass consumer goods is based on packing materials and techniques. Various aesthetic demands in the consumer society turn package design to symbolized, personalized, localized and free expressions. The transformation pushes the growth of brand goods and expresses the social living by patterns.