Research On Packaging Design Of National Brand Cosmetics Based On Visual Rhetoric Theory

The 19th National Congress of the Communist Party of China stated that "our country’s economy has entered a stage of high-quality development,and the main contradiction in our society has been transformed into the contradiction between the people’s growing needs for a better life and unbalanced and insufficient development." In the context of the upgrading of consumer demand and the rise of the "appearance economy",beauty and skin care have become an important aspect of improving the happiness of national life.Our country’s cosmetics retail sales continued to rise from 2016 to 2021,and the growth rate in recent years has far exceeded the growth of total retail sales of consumer goods.The data shows that under the epidemic situation,domestic cosmetics demand is mostly met by domestic cosmetics,and national brand cosmetics are also growing with the help of the younger generation of consumer groups.Some of the classic national brands how to look to the new national products,from the product packaging,to strengthen their own brand concept,to stimulate consumer emotional identity has become a topic worthy of attention.The visual rhetoric theory takes "how images act on viewers and produce visual persuasion effects" as the research core,and its attention to symbolism and audience’s perception and thinking have certain inspirations for improving the packaging design of national brand cosmetics.Taking the representative national brand cosmetics "Dai Chunlin" as an example,this paper analyzes the packaging characteristics and problems of national brand cosmetics from the perspective of visual rhetoric,elicits targeted packaging design strategies,and proposes packaging design schemes based on certain themes.It is hoped that it can help our country’s national brand cosmetics to better gain consumer recognition,find a suitable packaging form,enhance brand awareness,and provide some reference provide some reference to enhance their brand awareness.A combination of theoretical and practical approaches such as literature analysis,comparative analysis,case studies,and interdisciplinary research methods are mainly used in this thesis.First of all,it outlines the two core viewpoints in visual rhetoric theory:persuasion and identification.In addition,the extended viewpoint of visual rhetoric is elaborated in the context of packaging design:semantic graph theory and imagery theory,which paves the way for the discussion of the relevance of visual rhetoric theory and cosmetic packaging design.secondly,taking "Dai Chunlin",the originator of national makeup,as an example to discuss its development track,and analyzes the characteristics and problems of its packaging design from the perspective of visual rhetoric.Then,with the overall goal of winning user recognition and producing packaging visual persuasion effects,based on the framework of visual rhetoric imagery,it proposes packaging design strategies for existing problems.,which inline wraps a discussion of language-graph relationships.Finally,online user research and fieldwork investigation data were collected,the collection of consumer information for the "Dai Chunlin" modern cosmetics series,the understanding of consumers’packaging design preferences,and the overall brand tone of "Dai Chunlin" were completed,and combined with the design strategy proposed in the previous section,a series of "Dai Chunlin" modern cosmetics packaging design plan was proposed.