基于十二生肖文化下对产品包装的设计策略研究
Research on Product Packaging Design Strategies Based on the Culture of the Twelve Zodiac Signs

本文对以十二生肖为文化背景的产品包装设计进行系统的研究分析，旨在寻求一条能将现代产品和生肖文化进行更好融合的设计道路，能更有效地传播生肖文化。本人通过问卷调查收集大众对十二生肖的普遍认识，结合线上与线下的调研发现，当下的生肖包装仍有很大的开发空间，从“视觉”和“理念”重塑两个角度阐述生肖包装设计的必要性和方向，分析如何在包装上来提高产品的认知效能，塑造消费者的认同感。
This article conducts a systematic research and analysis on product packaging design with the cultural background of the twelve zodiac signs, aiming to find a design path that can better integrate modern products and zodiac culture, and more effectively spread zodiac culture. I collected the general understanding of the twelve zodiac signs from the public through a questionnaire survey. Combining online and offline research, I found that there is still a lot of room for development in the current zodiac packaging. I elaborated on the necessity and direction of zodiac packaging design from the perspectives of “visual” and “conceptual” reshaping, and analyzed how to improve product cognitive efficiency and shape consumer identity in packaging.