The Impact On The Brand Marketing Theory Of Food Packaging Design

Only attach importance to the brand in strategy making in the fierce marketcompetition, a company may survive in the fierce competition in globalization. Onlywhen enterprise create the advantages of persistent brand, they can be in animpregnable position. Brand strategy is the foundation of enterprise competitionwinning in the competition, but packaging,as an important carrier of the brandmarketing, affects the development of the brand.First piece of the article analyses the current situation,including industrydevelopment situation at home and abroad, development history, as well as theresearch situation and research methods between packaging and brand. The secondpiece is the foundation part, stating the connotation and denotation for food packagingdesign and brand marketing. And put forward defects and contradictions that don’tadapt the development of brand packaging design. The third module, based on the roleof packaging design to the brand marketing, discusses the influence of different visualelements on the brand marketing. To locate food packaging design for the role of brandmarketing, further from the different elements of visual communication, includinggraphics, format, font, color, material, to the brand influence. The fourth piece throughthe analysis of the different influence of the packaging design elements, to demonstratethe positive deductive thinking of the packaging design to the brand marketing, makingthe packaging in line with the brand positioning and requirements. The fifthmodule,mainly under the guidance of brand marketing theory, we put forwarddevelopment prospects under the influence of packaging design in the marketing,packaging design should pay attention to humanistic care, do human food packagingdesign,build on the brand culture as the basis, improve product packaging culture, thetone of the products as the brand foothold, perfect packing personality, according to thetrigger point between target consumption group and the brand, establish emotionalconnection and development prospects.The innovation points of this paper is based on the brand marketing and discussesthe packaging design, and put forward a new direction in packaging desigh based oncolor science, psychology and aesthetics,further emphasize the important role of brandin the packaging so that the development of the brand better, and realize the packingrecognition better.