基于移情理论与体验设计的德州扒鸡包装创新设计

郜红合; 宋婧怡; 林泽栋

doi:10.19554/j.cnki.1001-3563.2026.08.044

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包装工程（设计栏目） ›› 2026, Vol. 47 ›› Issue (8) : 505-517. DOI: 10.19554/j.cnki.1001-3563.2026.08.044

设计研讨

基于移情理论与体验设计的德州扒鸡包装创新设计

郜红合, 宋婧怡^*, 林泽栋

作者信息 +

Innovative Design of Dezhou Braised Chicken Packaging Based on Empathy Theory and Experiential Design

GAO Honghe, SONG Jingyi^*, LIN Zedong

Author information +

文章历史 +

摘要

目的针对老字号品牌普遍存在的包装同质化、功能滞后及文化表达断层等问题,通过移情理论与体验设计对老字号德州扒鸡包装进行文化符号、融合现代设计与使用环保材料三个方面的创新设计。方法通过理论梳理、消费者需求调研与价值分析,分析消费者对传统特色与现代审美的双重需求并着重关注便捷性、环保性及情感共鸣。从传统元素与品牌形象统一、情感体验提升及绿色环保三个维度构建设计策略出发,结合文化符号数字化转译、多感官交互机制及模块化场景适配进行实践验证。结果通过模块化设计、多感官体验设计及可降解材料应用,可以实现老字号德州扒鸡包装的功能优化与文化传播效能提升。结论研究表明,移情理论与体验设计的协同应用可以有效激活老字号品牌文化认同,推动老字号的年轻化转型。未来可深化用户情感量化研究并探索智能包装技术的应用,为传统食品包装创新设计提供参考。

Abstract

To solve the problems of packaging homogeneity, lagging function and cultural expression fault of time-honored brands, the work aims to carry out the innovative design of time-honored Dezhou braised chicken packaging through empathy theory and experience design in three aspects of cultural symbols, integration of modern design and use of environmental protection materials. Through theoretical combing, consumer demand research and value analysis, the dual demands of consumers for traditional characteristics and modern aesthetics were analyzed, and the focus was placed on convenience, environmental protection and emotional resonance. The design strategy was constructed from three dimensions of the unity of traditional elements and brand image, the improvement of emotional experience and green environmental protection, and then verified by practice combined with digital translation of cultural symbols, multi-sensory interaction mechanism and modular scene adaptation. Through modular design, the multi-sensory experience design and the application of biodegradable materials, the functional optimization of the time-honored Dezhou braised chicken packaging and the enhancement of the effectiveness of cultural communication were achieved. The research shows that the collaborative application of empathy theory and experience design can effectively activate the cultural identity of time-honored brands and promote the younger transformation of time-honored brands. In the future, it can deepen the quantitative research of user emotion and explore the application of intelligent packaging technology, providing reference for the innovative design of traditional food packaging.

导出引用1

郜红合, 宋婧怡, 林泽栋. 基于移情理论与体验设计的德州扒鸡包装创新设计[J]. 包装工程. 2026, 47(8): 505-517 https://doi.org/10.19554/j.cnki.1001-3563.2026.08.044

GAO Honghe, SONG Jingyi, LIN Zedong. Innovative Design of Dezhou Braised Chicken Packaging Based on Empathy Theory and Experiential Design[J]. Packaging Engineering. 2026, 47(8): 505-517 https://doi.org/10.19554/j.cnki.1001-3563.2026.08.044

中图分类号： TB482

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