| 摘要: |
| 目的 探析情感化视角下的食品包装设计策略。方法 由社会发展给人们带来的诸多变化谈起，引出消费者对商品的多元化需求，提出包装设计的重要性，接着对包装的情感化设计进行论述，分析其在形态、色彩、材料等方面的突出特点，并对其所给予食品包装设计的重要辅助与升华作用以及当前的应用现状进行分析，最后结合食品包装设计中的诸多细节因素展开对情感化设计的全方面探析，总结其应用与发展的具体方向和路径。结论 食品包装设计在当前的社会现实与消费趋势下，必须从图形、文字、色彩、材质等多方面进行深度的资源挖掘，从多个层面满足消费者的情感需求，如此才能在与消费者建立情感共鸣的基础上促进品牌形象与消费者心理的融合，从而增强自身的市场竞争力。 |
| 关键词: 情感化设计 食品包装 情感需求 |
| DOI：10.19554/j.cnki.1001-3563.2020.02.044 |
| 分类号:TB482 |
| 基金项目: |
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| Application of Emotional Design in Food Packaging |
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WU Jian-lin
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Vocational and Technical College of Inner Mongolia Agricultural University, Baotou 014109, China
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| Abstract: |
| The work aims to explore the food packaging design strategy from the perspective of emotion. From the changes brought by the social development brings, the consumer demand for the diversification of products was introduced and the importance of packaging design was put forward. Then, the deep emotional design of package was discussed and its salient features in the shape, color, material, etc. were analyzed. The important assistance and sublimation of emotional design for food packaging and its current application status were analyzed. Finally, combined with many details factors in food packaging design, a full analysis of emotional design was carried out and the application and development of specific direction and path were summarized. Under the current social reality and consumption trend, in-depth resource mining of food packaging design must be carried out from graphics, characters, colors, materials and other aspects to meet the emotional needs of consumers from multiple levels. Only in this way can brand image and consumer psychology be integrated on the basis of establishing emotional resonance with consumers, thus enhancing their own market competitiveness. |
| Key words: emotional design food packaging emotional needs |
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