论文部分内容阅读
包装装潢与商品的价值、用途、形态和销售对象紧密相连,是商品最直接的广告,具有向消费者最敏捷传递信息的快速感。因此,它是直接向现有市场和潜在市场传递信息的一种工具和手段,是促进销售典型的方式之一。包装装潢的信息作用,归纳起来,主要有四个方面,即唤起注意、引起兴趣。启发欲望和导致购买。这四个方面是递进式的,从一个侧面反映了消费者购买决策的过程。
Packing and decorating is closely linked to the value, use, form, and sales target of a product. It is the most direct advertisement for a product, and it has a quick sense of delivering information to consumers in the most agile manner. Therefore, it is a tool and means to directly transmit information to existing markets and potential markets, and is one of the ways to promote sales. The information function of packaging and decorating can be summed up in four aspects, namely, evoke attention and interest. Inspire desire and lead to purchase. These four aspects are progressive and reflect the consumer purchase decision process from one side.