论我国商品包装设计的心理化

袁恩培; 申兴华

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论我国商品包装设计的心理化
袁恩培, 申兴华
重庆大学，重庆401331

摘要:

以我国商品包装设计理念的延展为启示，分析了把握消费者的心理需求，进行心理化的包装设计已成为我国商品包装设计的潮流。论述了商品包装设计心理化的核心诉求是以人为本；价值取向在于真、善、美；发展趋势表现出强调人文关怀、关注国际文化和设计元素多元化的特征。在此基础上，提出了应对商品包装设计国际化趋势的有效策略应当是求实、求新和求变。

关键词: 我国商品包装设计心理化

DOI：

分类号:TB482

基金项目:

On the Psychology of China′s Commodity Packaging Design

YUAN En-pei, SHEN Xing-hua

Chongqing University，Chongqing 401331，China

Abstract:

Inspired by the extension of the concept of China′s packaging design, it analyzed the psychological needs of consumers and the psychology of packaging design had become popular for China′s packaging design. Then it expounded that the center appeal of the commodity packaging design psychology was“People-Oriented”and its value orientation was the "true, good and beautiful". In the economic globalization today, commodity packaging design psychology tendency showed internationalization features including more emphasis on humanistic concern, more attention to international culture and design elements of multivariate. Finally, on the basis of this, it put forward three coping strategies namely, truth-seeking, innovation, and change to deal with the product packaging design trend of internationalization.

Key words: China′s commodity packaging design psychology