本篇论文目录导航：
【题目】当前包装设计创新建设研究
【引言 第一章】新时代的消费心理与个性化品牌塑造
【第二章】包装设计中个性化的表现
【第三章】美国、欧洲、日本个性化包装设计的发展现状
【第四章】中国包装设计的个性化发展趋势
【结论/参考文献】基于消费心理的包装设计优化研究结论与参考文献
中文摘要
新时代消费者的需求与欲望，逐渐发展成为对个性、时尚与自我的彰显，他们在购买商品的同时还能对商品的包装设计作出正确的评价。他们更加突出自我，追求时尚，推崇品牌，对品牌有很强的依赖感，享受限量版产品给年轻一代带来的快感。
有个性化的产品包装不但能从功能上起到保护商品的作用，还能加强品牌的识别度以及提高品牌形象。很多包装的个性化形式各异，这些包装的文字排版、图形设计、色彩渲染；功能、材料和结构进行了多种多样的突破，使个性化包装更具有市场促销力，以达到品牌的价值与影响力。包装设计应该将创新意识引入到设计思想中去，把创新看作设计的发动机。同时，包装设计要把握消费者的消费动向；注重品牌文化内涵的建立；注意观察周围新鲜的设计元素，注入创新理念，体会在设计过程中运用不同个性化元素结合的好处。
随着信息全球化进程的高速发展，中国的包装业虽在二十多年的迅猛发展中取得了显着的成绩，但是部分企业对产品的包装的理解还存在许多的问题与障碍。比如，缺乏创新意识；消费市场细分不够；同质化包装等等，这些不良的现象都不能适应消费者的需求。
随之，众多跨国包装公司纷纷加入中国消费市场，中国的包装企业面临着前所未有的竞争压力。如何在剧烈的市场竞争中求生存求发展，如何迎接国外包装业对中国本土包装业的挑战，愈来愈成为包装企业不容忽视的课题。
本文基于对包装设计中个性化的表现途径的分析，根据新时代背景下的消费心理需求与发展趋势，分析了消费者对个性化包装的需求，并制定了品牌的营销战略，分析了个性化包装设计的国内外研究现状，对美国、欧洲、日本相关包装产业进行了分析，引发对中国本土包装的启示，针对我国个性化包装设计的发展状况，发展优势，存在的问题进行了详细分析。因此，许多品牌更注重如何能够使产品更具有个性化与独特性；如何能够在众多品牌中脱颖而出；如何能够吸引更多消费者的目光与感性情感。这促使消费者对产品的包装的审美需求不断提高，同时也实现品牌价值的最大化。
关键词：新时代，包装设计，个性化，消费心理，发展趋势
Abstract
Consumer needs and desires of the new era has gradually become to personality, fashionand self expression. They can make a correct evaluation of packaging design for commodities inthe purchase of goods. They are more prominent self, the pursuit of fashion, respected brand, hasthe very strong sense of dependence on brand, enjoy the limited edition products bring to ayounger generation of pleasure.
Personalized product packaging can not only from the function to protect the commodity,but also enhance the brand recognition and brand image. Many forms of different personalizedpackaging, the packaging of the text layout, graphic design, color rendering, function, materialand structure of a variety of breakthrough. Personalized packaging market promotion, in order toachieve the value and influence of the brand. Packaging design should be innovativeconsciousness into the design thought, innovation as the engine design. At the same time,packaging design to grasp the consumption trend of consumers, to build the brand cultureconnotation, observe the fresh design elements around, into the concept of innovation, theexperience of using different individual elements in the design process with benefits.
With the rapid development of information globalization, China's packaging industry is ina rapid development in the past 20 years has made remarkable achievements, but someenterprises to understand the product packaging also exist many problems and obstacles. Forexample: the lack of innovation, the consumer market segmentation is not homogeneous,packaging etc These undesirable phenomena can not meet the needs of consumers.
Subsequently, many multinational companies have joined the Chinese consumer marketpackaging. Packaging enterprises in China is facing the hitherto unknown competition pressure.
How to survive and develop in the fierce competition in the market. How to meet the challengesof Chinese packaging industry foreign packaging industry, increasingly become the subject ofpackaging enterprises.
This paper analysis approach to personalized packaging design in the performance basedon. According to the background of the new era of consumer psychology demand anddevelopment trend, analysis of consumer demand for personalized packaging, and thedevelopment of the brand marketing strategy,and Analysis of the research status quo ofpersonalized packaging design at home and abroad. In the United States of America, Europe,Japanese related packaging industry analysis. The Chinese native packaging enlightenment.
Aiming at the development status, personalized packaging design in our country developmentadvantages, analyzed in detail the problems. Therefore, many brands pay more attention to howto make the product more personalized and unique. How to talent showing itself in the manybrands. How to attract more consumer attention and perceptual emotional. This prompted theconsumer demand for aesthetic to the packaging of the products continue to improve, but also tomaximize the brand value.
Key words: New era Packaging design PersonalizedConsumer psychology Development trends
目 录
中文摘要
Abstract
目 录
引 言
第一章 新时代的消费心理与个性化品牌塑造
一、新时代的背景
二、新时代的感性消费观念
三、消费者对个性化包装的需求
四、个性化的品牌塑造
第二章 包装设计中个性化的表现
一、版面与字体
二、色彩营造品牌记忆
三、个性化的图形设计
四、容器结构增强其个性化
第三章 美国、欧洲、日本个性化包装设计的发展现状
一、美国个性化包装设计的特点
二、欧洲个性化包装设计的特点
三、日本个性化包装设计的特点
第四章 中国包装设计的个性化发展趋势
一、国外个性化包装设计对中国本土包装的启示
二、个性化包装设计在中国发展的现状
三、中国个性化包装需亟待解决的问题
四、中国个性化包装四大发展趋势
结 论
参考文献
致 谢
