目的 包装设计的视觉形象,向消费者传递产品信息和品质,是与消费者沟通的非语言性符号。消费者在购买饮品时,会通过视觉器官获得的信息进行味觉判断。包装设计中的色彩元素会带来味觉联想,通过分析罐装啤酒的色彩元素,探索是否影响味觉期待和感知判断,以及与品尝后的购买意向是否一致。方法 通过 Image Color Summarizer（颜色分析计算器）分析啤酒包装的色值整体占比,用SD分析法对品尝前后的味觉感知（啤酒的清凉感、刺激度、苦味程度、酒精浓度）进行评分比较,并对品尝后的购买意向收集反馈。结果 视觉对味觉认知有一定影响,色彩元素的不同,使消费者对罐装啤酒的期待感有显著影响。基于包装外观色彩判断的预期味觉和实际品尝后感知结果一致时,消费者的购买意向更高,因此消费者更容易接受感官判断和味觉认知相匹配的产品。结论 包装色彩感官情感心理活动是极其丰富微妙的认知过程,寻找出与人们感官情感相吻合的色彩语言,拓展包装色彩设计的空间,并设计出符合商品口味的色彩视觉形象,真正实现商品信息与消费者的沟通和交流。
Abstract
The visual image of packaging design, which conveys product information and quality to consumers, is a nonverbal symbol for communicating with consumers. When consumers buy drinks, they judge the taste through the information obtained by their visual organs. The color elements in packaging design will bring about taste associations. By analyzing the color elements of packaging of canned beer, the work aims to explore whether they affect consumers' taste expectations and perceptual judgments and whether they are consistent with the purchase intention after tasting. The overall percentage of color values of beer packaging were analyzed with the Image Color Summarizer. The taste perceptions (refreshing, stimulating, degree of bitterness, and alcohol content) were recorded before and after the test and compared through SD analysis to provide feedback on the purchase after testing. Appearance influenced taste perception, and color differences could significantly impact consumer's expectations of canned beer. Consumers were more willing to buy if the taste was the same as that expected upon viewing the packaging, as determined by the packaging's color and the psychological effect after proper testing. Thus, when consumers' sensory judgment matched the taste of the products, they were more likely to accept the product. The psychological role of color is an efficient and easy-to-understand technique for finding a color language that corresponds to people's emotions, promoting color design area covers, and designing a color video image that reflects the taste of the product, which ensures reliable communication and exchange of information about the products with customers.
关键词
啤酒包装 /
色彩与味觉 /
视觉认知 /
跨模态感知 /
SD分析法
Key words
beer packaging /
color and taste /
visual perception /
cross-modal perception /
SD analysis
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