Research on Packaging Design and Brand Visual Strategy of Cultural and Creative Products: A Case Study of the Palace Museum’s Cultural and Creative Products

Abstract

Against the backdrop of the rapid development of the cultural and creative industry, this study focuses on the interactive relationship between the packaging design of cultural and creative products and brand strategies. Taking the Palace Museum’s cultural and creative products as a case study, it analyzes the connection between packaging design and brand visual strategy, revealing their mutual influence. Besides, this study mainly relies on the official website of the Palace Museum and relevant literature to analyze the specific manifestations of its design practices and brand development. The results demonstrate that, in order to further enhance the artistic expression and cultural content of packaging design for cultural and creative products, and to establish a personalized brand visual identity, accurate brand positioning must be carried out first. Based on this, relevant design elements should be gathered, with a focus on visual value, to endow the brand with artistic independence, achieving effective brand communication and independent visual extension. Moreover, continuous management and innovation of design imagery should be fully implemented to ensure sustained, theme-based output.