From the modern cosmetics packaging design brand culture characteristics

Abstract: the brand is a kind of culture, and well-known brands have a more profound cultural connotation, the cultural connotation is to promote the brand value and product competitive power and source; And packaging design is one of the most important aspect of brand image, it is the most directly to the consumer; Based on cosmetics to pour, this paper mainly expounds the packing design is how to reflect the cultural connotation of the brand. Keywords: packaging design, brand culture, cosmetics brand is a kind of culture, and well-known brands have a more profound cultural connotation, the cultural connotation is to promote the brand value and product competitive power and source. Many scholars culture can be divided into three levels, namely, surface structure, the structure of the shallow and deep structure. ” Surface structure refers to the perception of external form, shallow structure refers to control and adjust the rules of surface structure, and the deep structure is a kind of invisible to grasp the meaning of the system, it is through cultural surface and shallow and send out a kind of cultural essence, is the cultural connotation. ” Now that we said the brand is a kind of culture, also has the same characteristics. Brand of the appearance of the surface structure refers to the perceived, logo, packaging, advertising and so on, for example, of shallow structure refers to the meaning of brand and brand level, such as the name, slogan, and expresses the theme, such as concept. Both brands of surface structure and shallow structure, is an expression of the brand image. And we want to say here is to reflect the cultural connotation of the brand, also is the brand of the deep structure, including the brand concept, character, cultural tradition, emotion, etc. Brand culture is a cultural phenomenon, it is a culture trait in brand of precipitation, it is the sum of brand personality, brand concept, etc. Brand culture connotation has certain social and cultural values. The brand is to serve the society. In some extent the value of a brand is often beyond the scope of economy, the social and cultural heritage play the role that cannot be ignored. America's first brand maybelline landed in China in 1995, has long become the most well-known Chinese popular cosmetics market, one of the most popular cosmetics brand, it is more than just a lipstick for consumers, a mascara, more fashion and culture of New York, USA. It will be the city fast rhythm of melody is blended in among them, more appropriate said buy maybelline is the culture of the United States. Down hole powder, is China's first cosmetics manufacturer store, experienced a fall and rise, created China one after another brand myth, its products as a tribute of the qing dynasty imperial court, and is empress dowager love; It makes the Antarctic researchers severe frostbite of the hands and feet to avoid amputation, miraculously restored, become the Antarctic expedition member JiuHuShen for the treatment of frostbite. Such a legendary stories abound, it is a Chinese national makeup former brand, its growth is closely related to Chinese cultural tradition and cultural background, also reflects the progress of Chinese cultural footprints. The perfect business philosophy, brand culture is a brand of the eternal pursuit of yonghe, to make a product or brand in the market, enduring, still need to build brand image, won the above need brand surface structure and shallow structure performance. And packaging design is one of the most important aspect of brand image, it is the most direct the most effective means to impress consumers strong, and consumers can carry it with you to various places, with the particularity, its distribution and propaganda get bigger, more extensive shows the cultural connotation of the brand. In general, cosmetics packaging design embodies the brand culture connotation, is characterized by: ( 1) Visual communication way. Packaging design is the carrier of visual communication, also follow the visual thinking and visual image of the process and law of development, through a variety of methods to design a more visual impact and kindness of the visual enjoyment, the brand itself to be the theme of the performance, concepts, and further promote the generation of the value of brand culture. Yves saint Laurent situation sinus music box women perfume modelling is unique, as if a large diamond, let a person feast for the eyes. It just as its name implies, music box because when open the package, will ring out wonderful music, beyond people's visual enjoyment. These unexpected cosmetic packaging design, firmly grasp the hearts of consumers. （ 2) The added value of packaging design, namely the spiritual consumption. As people living standard unceasing enhancement, the people on the basis of meet the material, more the pursuit of spiritual enjoyment. Sometimes people buy cosmetics at the same time, will this kind of cosmetics and the economic status and social status of the buyer, which makes the goods itself creates additional value. This trend and just cater to the packaging design, more elegant in appearance, or more connotation, as a result, consumer is buying a product at the same time, also seems to be bought a taste a kind of spiritual pleasure. People will be blamed this sense of spiritual please later on culture and the value of the brand, this is also the success of the well-known brands. When we stand in front of the chanel cosmetics container, the black and white classical collocation, hale line, contracted style, will become a magical magnetic field, deeply infected with the consumer. The charm of this kind of packing is unstoppable, actively promote the spirit of the brand culture consumption fashion.
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