食品包装设计的魅力研究

熊艳辉; 程建

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食品包装设计的魅力研究
熊艳辉, 程建
燕山大学，秦皇岛 066000

摘要:

目的研究食品包装设计中提升包装魅力的方法。方法将“魅力”引入食品包装设计的范畴，拓宽魅力的专属范围。通过阐述魅力的概念以及魅力与食品包装的关系、分析食品包装中魅力的构成元素，结合具体食品包装设计案例探讨魅力在食品包装设计中的表现形式，分析魅力食品包装对消费者产生的影响。同时，提出魅力包装必须依据食品的内容与形式，归纳提升现代食品包装魅力的设计方法。结论将食品包装设计与魅力结合，突破以往分析与评价食品包装设计的角度，能为食品包装设计提供有意义的参考。优秀的食品包装不但具备极高的审美价值，给消费者带来美的享受与乐趣，而且可提升产品的品牌价值与企业形象，食品包装的魅力营造决定着产品的销售功能，它是最具说服力的食品广告。

关键词: 魅力食品包装审美心理设计方法

DOI：10.19554/j.cnki.1001-3563.2019.12.014

分类号:TB482

基金项目:

Charm of Food Packaging Design

XIONG Yan-hui, CHENG Jian

Yanshan University, Qinhuangdao 066000, China

Abstract:

The paper aims to study the methods for improving the packaging charm of food packaging design. The term "charm" was introduced into the category of food packaging design to broaden the exclusive scope of charm. By expounding the concept of charm and the relationship between charm and food packaging, this paper analyzed the elements of charm in food packaging, and discussed the manifestation of charm in food packaging design with specific cases of food packaging design. This paper analyzed the influences of attractive food packaging on consumers. At the same time, it pointed out that attractive packaging must be subject to the content and form of food. It also concluded design methods for enhancing the charm of modern food packaging. This paper combines food packaging design with charm, breaks through the previous analysis and evaluation of food packaging design perspective, and provides a meaningful reference for food packaging design. Excellent food packaging not only has extremely high aesthetic value, brings beautiful enjoyment and pleasure to consumers, but also can enhance product brand value and enterprise image. The charm of food packaging determines the sale function of product. It is the most persuasive food advertisement.

Key words: charm food packaging aesthetics psychology design method