目的 针对新兴的消费者需求,使用感性工学的方法对澳门糕点的品牌包装进行更新设计,探索感性工学理论在品牌包装设计中的应用路径。方法 以澳门最香饼家品牌包装为实例,依托感性工学理论框架,综合运用用户调研、品牌方深度访谈及层次分析法等手段,明确视觉要素、包装结构与品牌特色为设计焦点。在此基础上,选定代表性糕点包装样本,运用语义差异法实施感性意象评价并结合主成分分析法提炼用户感性意象关键词汇。进一步通过阶层类别分析法,抽取关键感性意象设计要素,指导澳门最香饼家糕点包装的革新设计。结果 完成对澳门最香饼家糕点包装的更新与优化并评估其效果。结论 不仅响应了文化内涵、实用价值等维度的用户需求,而且在包装设计中中和了复古与创新的冲突,展示了感性工学在提升品牌包装设计中的独特价值。
Abstract
In response to emerging consumer needs, the work aims to update and design the brand packaging of Macau pastries with the method of Kansei Engineering and explore the application path of Kansei Engineering theory in brand packaging design. With the brand packaging of Macau's Chui Heong as an example, relying on the theoretical framework of Kansei Engineering, user surveys, in-depth interviews with brands and hierarchical analysis methods were comprehensively employed to clarify the design focus of visual elements, packaging structure and brand characteristics. On this basis, representative pastry packaging samples were selected, and the semantic difference method was used to implement the perceptual image evaluation, and the principal component analysis method was combined to extract the key words of user perceptual image. Further, through the hierarchical category analysis method, the key perceptual image design elements were extracted to guide the innovative design of the pastry packaging of Macau's Chui Heong. The update and optimization of the pastry packaging of Macau's Chui Heong were completed, and its effect was evaluated. This study not only responds to user needs in dimensions such as cultural connotation and practical value, but also neutralizes the conflict between retro and innovation in packaging design, demonstrating the unique value of Kansei Engineering in improving brand packaging design.
关键词
感性工学 /
包装设计 /
用户需求 /
澳门糕点品牌
Key words
Kansei Engineering /
packaging design /
user needs /
Macau' pastry brand
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