Brand Packaging Design Based On Product Family DNA

With the homoplasy of science and technology,consumers no longer have demand for the functions of commodities,but pay more attention to the appearance and brand image of products.The establishment of a complete product family can help enterprises to establish brand image,and thus enhance their market competitiveness.At present,some famous international brands have established their own product families,especially in the automobile industry.However,few scholars have applied this design method to product packaging design.In addition,traditional product family design mainly relies on computer programming to achieve gene recombination,which is not conducive to the promotion of this design method.Therefore,as far as the current situation is concerned,it is an inevitable development trend to simplify the design method.This research applies the concepts of heredity and variation of DNA in the biological world to product packaging design,and combines the knowledge of semiotics,shape grammar,psychology and other disciplines to summarize a set of product family design methods applicable to product packaging design from the perspective of how enterprises establish brand image.Taking the food packaging of a certain brand as an example,the theoretical method obtained is applied to specific design cases to verify its feasibility.The innovation of this paper is to simplify the traditional product family design method and integrate emotional design into it,so as to summarize a set of product family design methods applicable to most designers and provide new ideas for the development of product family design DNA in the field of industrial design.