目的 在体验经济时代,包装设计已不再是简单的物质包容功能,而是转向与消费者进行对话、交流的复合媒介。优秀的包装设计不仅给消费者带来良好的感官体验,还引导消费者共同参与其中,共同完成包装设计的内涵和意义建构。因此与消费者的互动应该成为当代包装设计的新目标,通过互动的生成,从本质上拉近消费者和产品的距离,使设计理念得到更加全面和精准的诠释。方法 通过对互动体验内涵的明确并基于“可供性”理论视角,总结出互动体验生成的关键设计原则,然后从文字、图形等多个方面,就互动体验的生成路径进行分析。结论 互动体验是提升消费者对包装及产品认同度的关键所在,设计者应结合产品实际特点,从多个设计元素入手,推动互动体验的生成,最终实现设计价值、文化价值、商业价值的多方共赢。
Abstract
In the era of the experience economy, packaging design has evolved beyond its fundamental function of physical containment to serve as a medium for dynamic dialogue and interaction with consumers. Excellent packaging design can not only bring consumers a good sensory experience, but also guide them to participate together and complete the connotation and meaning construction of packaging design. Therefore, the interaction with consumers should become a new goal in contemporary packaging design. Through the generation of interaction, the work aims to fundamentally shorten the distance between consumers and products, allowing design concepts to be more comprehensively and accurately interpreted. The connotation of interactive experience was clarified and from the perspective of Affordance Theory, the key design principles for generating interactive experiences were summarized. Then, the pathways to achieve interactive engagement were analyzed through various elements such as text and graphics. Interactive experience is pivotal in enhancing consumers' sense of identity with packaging and products. Designers should integrate actual product characteristics and engage multiple design elements to facilitate the generation of interactive experiences, ultimately achieving mutual enhancement of design, cultural, and commercial values.
关键词
包装设计 /
互动体验 /
创新路径
Key words
packaging design /
interactive experience /
innovative path
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基金
山西省社科联重点课题研究项目（SSKLZDKT2024196）
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