基于具身认知的交互式农产品包装设计研究

罗哲辉; 夏静仪

doi:10.19554/j.cnki.1001-3563.2025.16.029

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包装工程（设计栏目） ›› 2025, Vol. 46 ›› Issue (16) : 349-359. DOI: 10.19554/j.cnki.1001-3563.2025.16.029

视觉传达设计

基于具身认知的交互式农产品包装设计研究

罗哲辉, 夏静仪^*

作者信息 +

Research on Interactive Agricultural Packaging Design Based on Embodied Cognition

LUO Zhehui, XIA Jingyi^*

Author information +

文章历史 +

摘要

目的从具身认知的视角探讨交互式农产品包装设计的新模式,以减少包装互动过程中的障碍,拉近消费者与产品之间的距离。方法首先,通过对交互式农产品包装的特性及设计现状进行深入剖析,发现用户的身心体验在产品使用过程中常被忽视,采用问卷调查法、用户体验旅程图法和机会点分析,深入挖掘消费者的实际需求;其次,运用具身认知理论,提出多感叠加、联想交替和储存记忆的具身交互设计模式,重构了交互式农产品包装设计中感知-身体-环境三者之间的关联,提出了一种识别性强、交互友好的农产品包装设计策略;最后,以交互式农产品包装“歪歪柠”为例对设计策略进行案例实证。结论将基于具身认知理论的包装设计策略,应用于交互式农产品包装设计,有助于增强用户在使用包装时的身心体验和参与度,为农产品包装设计提供新的视角与思路。

Abstract

The work aims to explore a new model of interactive agricultural packaging design from the perspective of embodied cognition, so as to reduce the barriers in the process of packaging interaction and to bring consumers and products closer together. Firstly, through an in-depth analysis of the characteristics and design status quo of interactive agricultural packaging, it was found that the user's physical and mental experience was often neglected during the use of the product, and the questionnaire survey method, the user experience journey mapping method and opportunity point analysis were adopted to dig deeper into the actual needs of consumers; Secondly, using the theory of embodied cognition, the embodied interaction mode of multi-sensory superposition, associative alternation and memory storage was proposed to reconstruct the association between perception-body-environment in the interactive packaging design of agricultural products, and to put forward the strategy of recognizable, interactive and friendly packaging design of agricultural products; Finally, taking the interactive agricultural product packaging "Wai-Wai Lemon" as an example, the design strategy was empirically demonstrated. The application of packaging design strategies based on the embodied cognition theory to interactive packaging design for agricultural products helps to enhance users' physical and mental experience and engagement when using the packaging, and provides new perspectives and ideas for packaging design for agricultural products.

导出引用

罗哲辉, 夏静仪. 基于具身认知的交互式农产品包装设计研究[J]. 包装工程（设计栏目）. 2025, 46(16): 349-359 https://doi.org/10.19554/j.cnki.1001-3563.2025.16.029

LUO Zhehui, XIA Jingyi. Research on Interactive Agricultural Packaging Design Based on Embodied Cognition[J]. Packaging Engineering. 2025, 46(16): 349-359 https://doi.org/10.19554/j.cnki.1001-3563.2025.16.029

中图分类号： TB482

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