Abstract
The synaesthesia experience of packaging is an effective way to attract consumers and increase product sales. The work aims to discuss the synaesthesia metaphor expression and method in food packaging, and provide a reference for the design of synaesthesia metaphor in food packaging. Firstly, the relationship between the concept and design of synaesthesia metaphor and its corresponding characteristics were defined from different disciplinary perspectives. Secondly, from the consumer experience, the design elements of food packaging based on synaesthesia metaphor were analyzed, and four corresponding design methods were put forward according to the design elements. Finally, combined with relevant cases and design practice, the practical application of the methods was discussed. Through the research on the synaesthesia metaphor expression and method in food packaging, the design concept of synaesthesia metaphor in food packaging and its design characteristics of embodiment and intuition are clarified, and the specific design method of synaesthesia metaphor in food packaging is proposed:intuitive perceptual expression, integration and deepening of behavior, rich materials and media and systematic scene guidance. New ideas and references are provided for the synaesthetic metaphor design in food packaging, which has practical significance for improving consumer experience and facilitating product promotion.
Key words
food; packaging; experience; synesthesia metaphor; design method
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YIN Jun, ZHU Wen-tao.
Synaesthesia Metaphor Expression and Method in Food Packaging Design[J]. Packaging Engineering. 2023, 44(2): 225-231 https://doi.org/10.19554/j.cnki.1001-3563.2023.02.025
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