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摘要随着现代生活节奏的加快，消费者健康意识的提高，对于食品的要求，人们开始越来越注重其健康性、营养性。果蔬脆片产品非油炸、天然、绿色、营养等方面的产品优势，符合国际食品发展走向，也决定了该类产品代表休闲食品的消费趋势。然而果蔬脆片包装视觉形象的好坏正是影响其消费趋势的重大考量。一个好的包装昭示着产品的档次和品。精美的包装有明显的柜台宣传效果，可以吸引消费者的眼球。24147
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目前市场上没有强势的品牌,其原因之一是因为产品包装设计没有品牌策略的指导。如何突出品牌、使其符合产品定位需求，避免和目前市场上的包装设计同质化是果蔬脆片产品必不可少的任务。本文首先对市场上现有的果蔬脆片产品包装进行调研和分析，以及加入消费者购买心理因素的考量，总结市场现有的果蔬脆片产品包装存在的问题。通过调查所存在的问题，对果蔬脆片的包装视觉形象进行重新规划设计，希望通过对自创品牌“西西里亚.庄园” 果蔬脆片的包装视觉形象设计，打破固有的传统设计方式，传达出一种新颖的果蔬脆片设计理念。
毕业论文关键词：果蔬脆片、视觉形象、消费者心理
Abstract
With the accelerating pace of modern life, consumer health awareness, for the requirements of food, people began to pay more attention to their health, nutrition. Fruits and vegetables crisp products non fried, natural, green, nutrition and other product advantages, conforms to the trend of international food development, also determines the consumption trend of such products on behalf of leisure food. However, fruit and vegetable chip packaging visual image quality is the major consideration of its impact on consumer trends. A good packaging means the grade and taste of the product. Exquisite packaging have obvious counter propaganda effect, can attract the attention of consumers.
There is no strong brand on the market, one of the reasons is because the product packaging design has no brand strategy. How to highlight the brand, to meet the needs of product positioning, avoid and currently on the market for packaging design homogeneity is the essential task of vegetable chip products. This paper investigates and analyzes the existing packaging fruits and vegetables crisp products on the market, and consider adding consumer psychological factors, summarizes the existing market existing products packaging of fruits and vegetables chips. Through the investigation of the existence of the problem, the visual image of the packaging of fruit and vegetable chips are redesigned, hopes to own brand "Sicilia. Packaging visual design Manor" fruit and vegetable chips, the traditional design way to break the inherent, conveys a fresh vegetable and fruit chips design concept.
Keywords: Fruit and vegetable chips, visual image, consumer psychology
目录
绪论5
第一章、 当下果蔬脆片包装的视觉形象及发展现况.6
一、果蔬脆片包装的视觉形象定义.． .6
二、国内果蔬脆片视觉.象设计的现状．6
（一）国内果蔬脆片包装设计概况及发展趋势6
（二）国内市场的果蔬脆片视觉形象设计7
三、小结8
第二章、 视觉形象与消费者心理.9
一、消费者心理解析．.9
二、视觉形象与消费者心理关系.．9
三、果蔬脆片产品如何利用视觉形象激发消费者购买心理.．9
（一）包装中视觉元素的重要性9
（二）视觉元素对消费心理产生的影响9
四、小结．10
第三章、 自创品牌的设计分析与实践．.11
一、果蔬脆片品牌简介.11
二、西西里亚.庄园果蔬脆片的品牌由来11
三、西西里亚.庄园果蔬脆片视觉形象的创建11
四、小结.14结论.15