DOI: 10.14704/nq.2018.16.6.1594

Cognition and Design: Selection of Illustration Style in Native Products Packaging Design Based on Neurocognitive Science

Yang Wu, Chi Xu


From the perspective of neurocognitive science, this paper studies the selection of illustration styles in the packaging design of native products. In terms of illustration culture and packaging design art form, this paper explores the application of illustrations in the native products packaging by taking the visual cognitive performance elements of neuroscience as an example, in order to highlight the unique artistic features and rich cultural heritage of the illustrations. This will not only effectively enhance the brand connotation of the product, but more importantly, it will enable consumers to have a more three-dimensional understanding of the entire product and help create more brand-influential packaging.


Cognition and Design, Illustration Style, Packaging Design, Neurocognitive Science

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