| 陈丹娃,尹亨建.化妆品包装设计与消费者的感性认知研究[J].包装工程,2017,38(2):64-68. |
| 化妆品包装设计与消费者的感性认知研究 |
| Perceptual Knowledge between Cosmetics Packaging Design and Consumer |
| 投稿时间：2016-10-09 修订日期：2017-01-20 |
| DOI： |
| 中文关键词: 包装设计 意象尺度法分析 感性认知 感性工学 |
| 英文关键词: packaging design image scale analysis perceptual cognizance kansei engineering |
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| 中文摘要: |
| 目的 了解化妆品包装设计如何影响消费者对产品的感性认知。方法 采用感性工学的方法，以21～31岁中国女性为目标人群，通过调查问卷方式，对15个经过统一LOGO处理的化妆品进行感觉评价，并对数据进行主成分分析和意象尺度法分析。结论 中国年轻女性在选购化妆品时，最看重的因素是年轻可爱及好的保湿涂抹感，设计师需要综合考虑色彩、瓶身造型、材料选择及外观处理方式等几个方面，了解包装设计与消费者感受的关系，进行针对性的设计，才有可能设计出受年轻女性消费者喜爱的化妆品。 |
| 英文摘要: |
| It aims to learn how cosmetic packaging design make influences on customers' perceptual knowledge of products. We adopted the method of Kansei engineering and took 21～31 years old Chinese female as target groups, asked them to evaluate their feelings towards cosmetic bottles which logos had been unified changed by analyzing data using principle component analysis and image scale analysis method. When Chinese young female buy cosmetics, they attach importance to young, lovely and good moisturizing feeling. Designers should think about the color, modeling, material selection and appearance processing, learn the relationship of packaging design and customers' feeling and design specifically so as to produce cosmetic that young female customers like. |
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