Brand culture promotion of packaging design is analysed

Abstract: in today's fierce market competition, the packing design as one of corporate culture and brand personality shaping method, has a huge space for development. This article attempts from the perspective of packaging design, product in the intense market competition, how to promote their own brand packaging design with culture, strengthening the brand consciousness and improve their brand image. Key words: brand; Packaging design; Brand culture promotion for many consumers, brand and packaging design is all one. Brand culture idea of the bridge is built on a product and consumer, and packaging is the first level, consumers in the face of the product packaging image represents the product image directly, so the packing of the product visual image is an important way to reflect the brand culture. Modern packaging visual designers use different trademarks, text pattern, color, graphics and design rule, through a unique visual language to convey and present the design of the information and characteristics of different commodities, promotion of brand culture. The promotion of brand culture, the use of trademarks and font well-known brands in the world are focus on their design and image planning, generally has a deeper meaning and across geographical boundaries. Brand design is an integral part of the brand strategy. Every brand has a certain meaning and pay attention to, and a rich connotation of the brand more attractive. Brand logo, name, the more concise and eye-catching, easy flowing, the more recognizable and promotion. For example, & other; Coca-Cola & throughout; Around the world, and its design, easy to remember, translated into many languages and read his sweet, also its beautifully written, has the good visual aesthetic feeling. While & other; Coca-Cola & throughout; Packaging design, as the changes of The Times constantly add new content, new image and new visual elements, on the whole while maintaining its main color tone, graphics and text, but as a result of the change of local people always has a kind of novelty, meet the demand of pursuing new and change of the consumption psychology, show in different ways to promote the brand culture. The text as the most direct and the most effective media to convey information, occupies an important position in packaging design. Mainly text image to shape the brand style of the design of the works, it with its pure and fresh, elegant, concise and rich cultural characteristics of the modern style favored by consumers. Font design should be based on the connotation of the brand, personality characteristics of the original font design, make the public from a host of brand words is easy to be identified. “ Chanel no. 5 & throughout; The packing from the font or modelling, fully embodies the modern women pursuit is concise, elegant, refined way of life, with the brand advocate complement each other, give a person with the feeling that find everything new and fresh. In order to make the brand image has visual character and appeal, the brand font is usually based on the basic structure characteristics of the print, according to the content of the performance object, undertakes decorating, design/razr, strengthen the inner meaning of the words and expression, by orchestrating contrast gimmick, make the image more concise, commodity packaging has strong visual impact, so that the brand image has a strong visual effect to achieve the best publicity. 2, the use of graphics and color elements to promote the brand image of culture can help people identify, has the strong visual impact, and also easy to arouse people's psychological change and emotional reactions, the most easy to attract the attention of consumers. Color is striking, identification, symbolic and emotional expression. For example let color in commodity packaging design, as an important factor of open different brand differences between each other, make consumers to increase color recognition, using color to identify the characteristics of the reinforcement products, make the goods in the market to form a unique landscape, so as to improve the awareness of enterprises and consumers of the commodity purchase desire. Usually brand personality, contains extremely profound brand culture packaging image stand out in many similar products, and induced in the moments of visual contact and improve the purchasing power of consumers. In packaging of soft drinks, for example, most of the brands to choose the pure light color fastens as the main color. “ Jianlibao steam blasting fruit & throughout; Is adopted for the black is a way of packing, and other products apart from the obvious, formed the outstanding visual effect, quickly won the youth market. Generally speaking, the visual image of packaging design should take into account the trademarks, text, graphics, color and so on all elements of the integrated structure and overall brand design of harmonious and unified. Three, using the advantage of series packaging promotion brand culture due to the size of the type of goods, packing to distinguish the difference between the factors and consumer groups, the packaging of goods form is easier to form seriation. Series of commodity packaging is generally a unified image, on the basis of the unified comparing differences between the products and design, such as packaging form unified but color have change, or the same packaging form different colour, or different packaging color and form is the same size, and so on. The appearance of graphical unified the series of products.