关键词: 品牌人格化, 品牌人格化IP, 化妆品包装, 品牌形象

Abstract:

In the increasingly fierce competition in the cosmetics market, brand personification IP has become an important way of cosmetics brand marketing. This paper uses the methods of literature research, case analysis and practice research to study the characteristics of brand personification and brand personification IP, the personification construction of cosmetics brand IP and its role in cosmetics packaging design. This paper puts forward the construction model of cosmetics brand personification IP, and explores the personification of cosmetics brand personification IP based on Jung’s “prototype” theory. Based on cognitive connectionism model theory, this paper extracts the personification related words from the application of cosmetics brand personification IP in packaging design. Finally, taking Dubao, a self-designed cosmetics brand, as a design case, the design practice of its brand personification IP and packaging is carried out. The research shows that the application of brand personification IP in cosmetic packaging design has a positive promoting effect on enhancing consumer experience, establishing cosmetic brand image and promoting product sales.

Key words: brand personification, brand personification IP, cosmetic packaging, brand image