当代游戏化包装的美育价值研究  

Contemporary Aesthetic Education Value of Gamification Packaging

作　　者：夏兵[1] 郭彦彤 XIA Bing;GUO Yan-tong(School of Fine Arts,Capital Normal University,Beijing 100037,China)

机构地区：[1]首都师范大学美术学院,北京100037

出　　处：《包装工程》2020年第22期207-210,257,共5页Packaging Engineering

基　　金：首都师范大学2018年度美育研究课题(MY2018003)。

摘　　要：目的证明游戏化包装这一特指形式在当下社会具有独特的美育价值。方法通过对游戏化理论的引用,结合相关的优秀案例,针对受众群体的游戏心理需求加以分析,说明游戏化包装存在的合理性与必要性。分析游戏化包装的内在特征等相关理论问题,阐明游戏化包装实现社会美育的功能原理,总结规律,并以此作为设计实践的依据,从设计方法论的层面增强对游戏化包装设计规律的把握与探索,为游戏化包装的研究和实践提供了新的方法和方向。结论游戏化包装在中国有着长久的发展历程,符合消费者“兴感怡悦”的心理需求。在针对少年儿童等消费群体的营销诉求中,游戏化包装合理的消费刺激和视觉传达,不仅在市场营销方面具有独特的价值,而且有利于当下的社会美育和文化传承,值得包装设计从业人员认真研究和慎重对待。The work aims to prove the unique aesthetic value of gamification packaging in the contemporary society.With reference to the gamification theory and combined with the relevant excellent cases,the game psychological needs of the audience were analyzed and the rationality and necessity of the gamification packaging were illustrated.The inherent characteristics of the gamification packaging and other related theoretical questions were analyzed and the functional principle of gamification packaging realizing the social aesthetic education was clarified.Then,the rules were summarized and used as the basis for practical design,to enhance the acquisition and exploration on the design rules of gamification packaging from the level of design methodology,thus providing new method and direction for the research and practice of gamification packaging.Gamification packaging has a long development course in China and conforms to the psychological needs of consumers for“cheerful feeling”.For marketing claims in the consumer groups such as teenagers and children,the reasonable consumption stimulus and visual communication of gamification packaging not only has unique value in marketing,but also promotes the current social aesthetic education and cultural heritage,which is worth for packaging designers to carefully study and treat.

关 键 词：游戏化思维 游戏化包装 美育 当代 

分 类 号：TB482[一般工业技术—包装工程]