Application Path of Affordance in Emotional Food Packaging Design

WANG Jiachun, FENG Minxuan, CHEN Hao

Packaging Engineering ›› 2024, Vol. 45 ›› Issue (22) : 242-249.

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PDF(1041 KB)
Packaging Engineering ›› 2024, Vol. 45 ›› Issue (22) : 242-249. DOI: 10.19554/j.cnki.1001-3563.2024.22.024

Application Path of Affordance in Emotional Food Packaging Design

  • WANG Jiachun1, CHEN Hao1, FENG Minxuan2
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Abstract

From the perspective of affordance, the work aims to explore new paths for emotional food packaging design to provide users with a good emotional experience. Firstly, by collecting excellent emotional food packaging design cases and conducting in-depth analysis of excellent cases based on the theory of affordance, the concrete manifestation of affordance in each excellent case was explored. Based on this analysis, the connection points between affordance and emotional food packaging design were excavated, and emotional food packaging design strategies guided by the theory of affordance were summarized and extracted, providing new ideas for emotional food packaging design. By exploring and analyzing the manifestation of affordance in emotional food packaging, three actionable ideas were concluded and summarized, including direct mapping of product origin representation, reasonable transfer of user mental models, and analysis of external requirements in usage scenarios. These ideas provide reference for the design of emotional food packaging at the instinctive, behavioral, and reflective levels, and assist in the emotional design of food packaging from the perspective of affordance. At the same time, the introduction of affordance theory into the emotional food packaging design proposed is not only a positive exploration of expanding the emotional design ideas of food packaging, but also an attempt to expand the application direction of affordance theory.

Key words

food packaging design; emotionalization; affordance; user experience

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WANG Jiachun, FENG Minxuan, CHEN Hao. Application Path of Affordance in Emotional Food Packaging Design[J]. Packaging Engineering. 2024, 45(22): 242-249 https://doi.org/10.19554/j.cnki.1001-3563.2024.22.024
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