Candy Packaging Brand Image Research

With the improvement of people’s consumption level,the market share of candy is also increased,thus increasing the market competition of candy companies,candy packaging brand competition has intensified.Confectionery enterprises to strive for greater market share must constantly appear,to build and strengthen their brand image.Candy packaging as one of the important elements of brand image,as well as bearing brand concept,product characteristics,but also all kinds of factors such as consumer emotion,packaging design quality directly affect the consumers’ purchasing power,thus influence the sales of the products.Therefore,candy packaging design should be people-oriented,fully consider the current fashion,individual character consumption,spiritual consumption,such as consumption concept,in the end of many similar products in the market competition.This paper from the Angle of the direction of visual communication and marketing to win,analyse the candy brand image packaging design strategy,and oh oh brand series candy packaging design,summarizes its design quality and design method,and innovatively design on packaging graphics,text,color,material again,eventually improve the "oh oh" products in the market similar products in the brand recognition and reputation.Finally,call for greater recognition of the importance of brand image design of enterprise.