目的 针对当前各品牌包装色彩未能充分满足消费者感性需求和文化体验的问题,从消费者视角出发,深挖消费者对品牌包装色彩的文化体验和感性需求认知,转化为具体的包装色彩方向,以此提升品牌的文化价值和市场价值。方法 基于消费者共情三层次理论,其中主要运用专家评审法和问卷调研的方法,挖掘消费者对品牌包装色彩的文化体验和感性需求认知,结合感性工学中的语义差异法进行测试,并量化消费者的色彩语义感性偏好,将感性偏好融入最终的包装色彩设计。结果 通过黄鹤楼卷烟包装色彩体系设计案例,验证了基于消费者共情和语义差异法的包装色彩设计方法的可行性。结论 基于消费者共情和语义差异法的包装色彩设计方法,定性与定量结合,得出具体客观的消费者包装色彩感性偏好,融入包装色彩设计中,使品牌的包装色彩设计能更好满足消费者的文化感受和情感心理需求。
Abstract
In order to solve the problems that the current brand packaging color does not satisfy consumers' perceptual needs and cultural experience, the work aims to dig out consumers' cultural experience and perceptual need cognition for brand packaging colors from the perspective of consumers and transform them into specific packaging color direction, to elevate the cultural significance and market worth of the brand. Based on the three-level theory of consumer empathy, the expert review method and questionnaire survey methods were mainly used to mine consumers' cultural experience and perceptual need cognition for brand packaging colors. Combined with the semantic differential method, the consumers' color semantic perceptual preference was tested and quantified and the perceptual preference was integrated into the final color design of the packaging. The viability of the packaging color design method rooted in consumer empathy and semantic differential method was confirmed through the Yellow Crane Tower cigarette packaging color design case. Through the combined qualitative and quantitative research method of packaging color design based on consumer empathy and semantic differential method, the specific and objective consumers' packaging color perceptual preferences are obtained, which can be integrated into packaging color design, so that the brand packaging color design scheme can better cater to the consumers' cultural sense and emotional needs.
关键词
消费者共情 /
语义差异法 /
色彩语义 /
包装色彩设计
Key words
consumer empathy /
semantic differential method /
color semantics /
packaging color design
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