全民健康背景下食品包装元素设计对产品营销影响的应用研究

An Application Study on the Impact of Food Packaging Element Design on Product Marketing in the Context of Public Health

摘要: 在全民健康素质提升的背景下，选择健康食品成为响应国家政策的重要举措。食品包装作为消费者接触食品的“沉默推销员”，在促进健康食品选择决策中发挥至关重要的作用。本文从产品营销的视角出发，系统梳理了食品包装上的语言和非语言元素，并探讨了这些元素对健康营销和购买决策的影响。研究发现，语言元素通过直观、明确地呈现健康信息，能够使消费者快速感知产品的健康属性并作出决策；而非语言元素则通过内隐的方式传达健康信息，帮助消费者作出健康选择。此外，本研究进一步分析了当前食品包装设计在语言和非语言元素使用中存在的问题，并基于全民健康背景，为市场营销人员提出了优化设计的建议，以期为食品行业的产品营销提供理论支持和实践指导。

Abstract: In the context of enhancing public health literacy, the selection of healthy foods has become a crucial measure in response to national policies. Food packaging, acting as the “silent salesman” that consumers encounter, plays an essential role in facilitating healthy food choices. This study, from a product marketing perspective, systematically reviews the verbal and non-verbal elements of food packaging and explores their impact on health marketing and consumer purchase decisions. The findings indicate that verbal elements, through the explicit presentation of health information, enable consumers to quickly perceive the health attributes of products and make decisions; whereas non-verbal elements convey health information implicitly to assist consumers in making healthy choices. Moreover, this study further analyzes the existing problems in the use of verbal and non-verbal elements in current food packaging design and, based on the context of public health, provides suggestions for optimizing design for marketing personnel, in order to offer theoretical support and practical guidance for product marketing in the food industry.