洗护用品包装设计中的视觉性表达方法与应用研究

doi:10.3969/j.issn.2097-2806.2025.07.014

摘要/Abstract

摘要：

随着商品市场的日益繁荣和消费者需求的多样化，传统单一的包装形式已难以满足市场需求。本文旨在通过产品视觉性表达的分析视角，提出洗护用品包装设计的新思路和方法，以提升产品的市场竞争力，满足消费者对于审美与实用功能的双重追求。首先，本文基于对视觉性表达的概述，探讨了其对洗护用品包装设计的重要价值；然后，分析了洗护用品包装的视觉性表达设计原则；其次，通过对洗护品牌包装设计的现存问题分析，指出洗护用品包装视觉性表达设计存在创意同质化、忽视文化元素、视觉元素堆砌、忽视用户体验等问题；最后，有针对性地提出了强化创意独特性、融入文化元素、注重整体协调性、增强互动参与等产品包装视觉性表达设计的优化策略，以期为洗护用品包装设计提供新的理论支持和实践指导。

关键词: 视觉性表达, 洗护用品, 包装设计, 品牌塑造, 优化策略

Abstract:

With the increasing prosperity of the commodity market and the diversification of consumer demands, traditional single packaging forms are no longer able to meet market demand. This article aims to propose new ideas and methods for packaging design of washing and care products from the perspective of product visual expression analysis, in order to enhance the market competitiveness of products and meet consumers’ dual pursuit of aesthetic and practical functions. Firstly, based on an overview of visual expression, this article explores its significant value in the packaging design of washing and care products. Then, the visual expression design principles of washing and care product packaging are analyzed. Secondly, through the analysis of the existing problems in the packaging design of washing and care bands, it is pointed out that the visual expression design of washing and care product packaging has problems such as creative homogenization, neglect of cultural elements, stacking of visual elements, and neglect of user experience. Finally, targeted optimization strategies have been proposed for the visual expression design of the product packaging, including strengthening creative uniqueness, integrating cultural elements, emphasizing overall coordination, and enhancing interactive participation. It provides new theoretical support and practical guidance for the packaging design of washing and care products.

Key words: visual expression, cleaning and care products, packing design, brand building, optimization strategy

中图分类号:

TQ423

周玮, 李钢. 洗护用品包装设计中的视觉性表达方法与应用研究[J]. 日用化学工业（中英文）, 2025, 55(7): 928-936.

Wei Zhou, Gang Li. Research on visual expression methods and applications in packaging design of cleaning and care products[J]. China Surfactant Detergent & Cosmetics, 2025, 55(7): 928-936.

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