目的 利用眼动追踪技术，探索食品包装的视觉体验特征和影响因素，总结并归纳食品包装的视觉体验规律及其设计启示。方法 以大米类食品包装设计为例，选取市面上各品类较典型的4组共18款包装图片作为测试样本，分2次采集30名受试者的眼动数据，综合分析实验数据和访谈结果。结果 在食品包装设计中，对视觉体验的影响因素进行分析可以发现，人们的关注度和视觉体验主要受色彩、文字、排版等因素的影响，碎片区域和包装形式在视觉传达方面也发挥了重要作用。结论 食品包装的色彩、文字区域，以及排版的创新设计能够有效提升人们的视觉体验，并更好地传播品牌价值。

This paper aims to explore the visual experience characteristics and influencing factors of food package design and summarize visual experience rules of food package and its design enlightenment with questionnaire interviews and eye-movement tracking technology. With rice food package design as an example and 4 groups of 18 typical package pictures of various categories in the market as test samples, the eye-movement data of 30 subjects were collected and the experimental data and interview results were comprehensively analyzed.Through the analysis of five factors affecting visual experience, it is implied that subjects' attention to and visual experience in food package design are affected by factors such as main color, text and layout. Debris area and form of package also play an important role in visual communication. The innovative design of color text area and typesetting of food package can enhance consumers' visual experience more effectively and spread the brand value better.