摘要
无印良品与主流品牌概念背道而驰,塑造了"无品牌"的品牌形象。在产品包装设计上,它秉承以人为本的设计理念,选择天然的包装材料,选用素雅的色彩,采用精简的文字说明。无印良品还采用虚无的广告形式,广告内容精简到极致,传达出"无"中存"有","有""无"统一的东方文化内涵。
Abstract： As a brand,MUJI goes against the mainstream brand concept by creating a ＂non-brand＂ brand image. In product packaging design, it adheres to consumer-oriented design concept and chooses natural packaging materials and simple colors with streamlined text descriptions. MUJI also uses forms of advertising of emptiness in which advertising content is reduced to the extreme by conveying a feeling of existence from the concept of nonexistence and the final combination of the two which unifies the connotation of oriental culture.
出处
《包装学报》
2013年第1期64-67,共4页
Packaging Journal
