Research On Positioning Strategy Of Visual Communication Design Of Chinese Patent Medicine Packaging

With the gradual enhancement of contemporary health care awareness and the intensification of competition among the pharmaceutical industry,the design of proprietary Chinese medicines and their packaging with unique medical culture essence has received more and more attention.Faced with the current changes in consumers' consumption concept and the current situation of oversupply in the consumer market,patients have more and more initiative in choosing proprietary Chinese medicines,and the aesthetic demand for packaging design is also increasing.This aesthetic demand also reflects the increasing psychological needs of patients for drug packaging,and the psychological level of satisfaction can even appease the patient's positive mentality for them to seek rehabilitation.Unlike western medicine,as a proprietary Chinese medicine with little natural side effects,its brand,dosage form and diversification of raw materials make the packaging form of proprietary Chinese medicines rich and colorful,giving designers more design ideas to play their space.The visual communication design of the finished medicine packaging needs to reflect its extraordinary role.From the perspective of visual communication design,after investigating the status quo of packaging design of proprietary Chinese medicines,this paper discusses the characteristics and drawbacks of the visual communication design of Chinese patent medicine packaging,and studies how contemporary pharmaceutical companies can position the visual communication design of proprietary Chinese medicine packaging.By analyzing the factors affecting the visual communication design positioning of Chinese patent medicine packaging,that is,designing the product view,commodity view and consumption concept based on positioning,grasping the rational position of the design elements,and further clarifying the positioning strategy of the visual communication design of Chinese patent medicine packaging,The positioning of Chinese patent medicine packaging design can create distinctive packaging effects according to different strategies.Stabilizing the packaging design positioning of traditional Chinese medicine enterprises,based on the packaging design positioning of Chinese medicine culture concept,packaging design positioning for specific consumer groups,packaging design positioning based on special emotional needs,and modern technology positioning based on safety intelligence requirements,can maximize The value of the visual design of proprietary Chinese medicine packaging is brought to the fore,and the packaging design of proprietary Chinese medicines is made to make greater contributions to the revival and prosperity of Chinese medicine and its culture.