| 摘要: |
| 目的 针对大白兔节日文创包装设计转型的问题提出一种整合场景理论、情感化理论以及层次分析法的设计研究思路，三种方法的结合能够弥补单一方法造成的文创包装设计目标模糊的困境，从而助力文创包装的文化传播与发展。方法 以大白兔文创包装为切入点，围绕用户消费满意度研究现状，以场景理论与情感化设计理论为主导搭建场景理论架构下的情感设计模型，层次分析法划分场景与情感需求指标进行权重计算排序，结合场景与情感高权重指标匹配消费者节日场景需求，进行文创包装情感化设计的策略转化。结果 以情景层次重构法设计思路主导的策略与高权重指标模型为导向，从节日场景中提炼可用的设计因子，输出一套满足年轻消费者节日情感需求的大白兔文创礼盒。结论 情景层次重构的设计思路可以有效结合场景理论与情感化设计理论的优势并作用于文创包装的文化感知与具身体验，层次分析法可以确保节日场景与文创包装情感三层次数据的合理性，并提升决策效率。 |
| 关键词: 场景理论 层次分析法(AHP) 文创包装设计 情景层次重构法 情感化思维 |
| DOI：10.19554/j.cnki.1001-3563.2025.08.045 |
| 分类号: |
| 基金项目:天津市艺术规划重点项目(B24002) |
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| Emotional Design of Festival Cultural and Creative Products under Scene Thinking |
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ZHONG Lei1, ZHANG Enze1, HU Jianghua2
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(1. Tianjin University of Technology, Tianjin 300384, China;2. Southwest Institute of Technology Engineering, Chongqing 400041, China)
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| Abstract: |
| Aiming at the problem of the transformation of the festival cultural and creative packaging design of the White Rabbit, the work aims to put forward a design and research idea of integrating scene theory, emotional theory and analytic hierarchy process, to make up for the fuzzy status of the cultural and creative packaging design goals caused by a single method, thus promoting the cultural communication and development of cultural and creative packaging. By taking the White Rabbit cultural and creative packaging as the cutting point and focusing on the research status of user consumption satisfaction, the emotional design model under the scene theory framework was built based on the scene theory and emotional design theory. The analytic hierarchy process was used to divide the scene and emotional need indicators for weight calculation and sorting, and the scene and emotional high weight indicators were combined to match the consumer's festival scene needs, and carry out the strategy transformation of the emotional design of cultural and creative packaging. Aiming at the strategy dominated by the design idea of the scene level reconstruction method and the high weight indicator model, the available design factors were extracted from the festival scene, and a set of White Rabbit cultural and creative gift boxes in line with the emotional needs of young consumers were output. The design idea of scene level reconstruction can effectively combine the advantages of scene theory and emotional design theory and act on the cultural perception and embodied experience of cultural and creative packaging. The analytic hierarchy process can ensure the rationality of the three-level data of festival scene and cultural and creative packaging emotion, and improve the decision-making efficiency. |
| Key words: scene theory Analytic Hierarchy Process (AHP) cultural and creative packaging design scene level reconstruction method emotional thinking |
