日用化学工业（中英文）2025，Vol.55Issue(7)：928-936,9.DOI:10.3969/j.issn.2097-2806.2025.07.014
洗护用品包装设计中的视觉性表达方法与应用研究
Research on visual expression methods and applications in packaging design of cleaning and care products
摘要
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.关键词
视觉性表达/洗护用品/包装设计/品牌塑造/优化策略Key words
visual expression/cleaning and care products/packing design/brand building/optimization strategy分类
化学化工引用本文复制引用
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):928-936,9.基金项目
山西省哲学社会科学规划课题(2023YY322) （2023YY322）
