| 摘要: |
| 目的 研究商品包装的情感化设计应用。方法 通过介绍情感化设计的概念及情感体验的3个层次， 阐述商品包装情感化设计的作用和特征， 并从本能层、 行为层和反思层对商品包装的情感化设计应用进行研究。结论 随着社会物质财富的增加， 消费者的审美观念和价值取向发生了巨大的变化。消费者在关注商品功能性的同时， 更加关注商品消费的心理体验。由于消费者心理诉求的复杂性， 因此商品包装的情感化设计应该具有目的性、 交互性和多样性的特征。不断加深商品包装的情感化设计， 在包装设计中加强绿色设计理念， 能更好地满足可持续消费理念的需要。 |
| 关键词: 商品包装 情感化设计 体验层次 |
| DOI： |
| 分类号:TB482 |
| 基金项目: |
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| Emotional Design of Commodity Packaging |
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GUO Xiao-yan, GAO Rui-tao, WANG Jun, YANG Hui-zhu
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South China Agricultural University，Guangzhou 510640，China
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| Abstract: |
| Research on the application of emotional design of commodity packaging. Through the introduction of the three levels of the concept and emotional experience emotional design， it expounds the function and the characteristic of commodity packaging of emotional design，emotional design and conduct the research from the application layer， instinctive behavior layer and reflection layer three levels of packaging.With the increase of social wealth， great changes have taken place in the aesthetic idea and the value orientation of consumers.Consumers are interested in the commodity function at the same time， pays more attention to the psychological experience in consumer goods.Because of the complexity of consumer psychology demand， so the emotional design of commodity packaging should possess the features of purpose， interactivity and diversity， is a complex system design. Continue to deepen the emotional design of commodity packaging， strengthen the concept of green design in packaging design， and need to be able to better meet the concept of sustainable consumption. |
| Key words: goods packaging emotional design experience level |
