目的 从新生代消费者的情感需求出发，探寻满足其情感需求的白酒包装设计的有效方法。方法 分析社会消费主力结构变迁和新生代消费者不同的情感需求，采取深度调查访谈和眼动追踪技术的手段来获取新生代消费者对白酒包装的多元化情感需求，再结合交互式包装设计理念，分析并研究白酒包装设计与新生代消费者情感需求之间的关系，提出在进行白酒包装设计方案时应顺应新时代潮流，体现鲜明个性，充分利用交互设计理念来进行创新，从而满足新生代消费群体对白酒包装的需求。结论 基于情感需求的交互式白酒包装设计能增强新生代消费者与白酒包装的互动性，使消费者在消费过程中获得多元化的情感体验，从而达到促进消费的目的，更好地为企业和社会服务。

Toexplore the effective method of liquor packaging designbased onthe emotional needs of the new generation of consumers. This paper analyzed the change of the main structure of social consumption and the different emotional needs of the new generation of consumers, and adopted in-depth interviews and eye tracking techniques to obtain diversified emotional needs of new generation of consumers in liquor packaging. Combined with the concept of interactive packaging design, the relationship between liquor packaging design and the emotional needs of the new generation of consumers was analyzed. Suggested that the liquor packaging design should conform to the new trend of the times and embody distinct personality. Make full use of interactive design means to innovate, so as to meet the demand of new generation consumer groups for liquor packaging. The interactive liquor packaging design based on emotional needs can enhance the interaction between the new generation of consumers and liquor packaging, enable consumers to obtain diversified emotional experience in the consumption process, so as to achieve the purpose of promoting consumption, so as to make interactive liquor packaging serve enterprises and society well.