基于消费者心理的包装设计研究  

Packaging Design Based on Consumer Psychology

作　　者：刘变琴[1] LIU Bian-qin(Shanxi Forestry Vocational Technical College,Taiyuan 030009,China)

机构地区：[1]山西林业职业技术学院,太原030009

出　　处：《包装工程》2021年第8期343-346,共4页Packaging Engineering

摘　　要：目的探究消费者心理作用下的包装设计发展趋向及现实创造路径。方法消费者的多样性是包装设计必须考虑的重要内容。首先从消费者的视角审视包装设计的发展趋向,并提出将消费者心理与包装设计相结合的可信性。然后将中心聚焦在消费群体的心理需求特征上,分别列举消费者心理中普遍存在的求新求异、文化认同、绿色环保等方面的共同特征。接着以这些方向为线索,引出与其相关的传统文化的追寻、审美情趣的升华、绿色环保的坚持等方面的具体尝试方向与方法。最后结合其中的各个不同细节和方面,进行深入的分析与探讨。结论包装设计与消费者心理的融合与创新,是实现传统美与现代性的完美之选。既可以将包装的形式美感更加凸显,又能让产品得到更大化的宣传,成为同类产品中具有强大竞争力的存在。To explore the development trend and realistic creation path of packaging design under the action of consumer psychology,this paper,in view of the diversity of consumers,examines the developmental trend of packaging design from the consumers’perspective,and puts forward the credibility of the combination of consumer psychology and packaging design,and then focuses on some commo psychological demand characteristics of consumer groups,lists some characteristics widespread in the consumer psychology,such as the desire for being new and different,cultural identity,green environmental protection,etc.,and then taking the above as the clue,raises specific new directions and methods relevant to the pursuit of traditional culture,the sublimation of aesthetic taste,and the perseverance in environment protection,and analyzes and discusses the different details and aspects.The conclusion is that the combination and innovation of packaging design and consumer psychology is a perfect choice to realize traditional beauty and modernity at the same time,which can not only highlight the formal beauty of packaging,but also make the product more publicized and will become a strong competitive force among similar products.

关 键 词：消费者心理 传统美 现代性 包装设计 

分 类 号：J511[艺术—艺术设计] TB482[一般工业技术—包装工程]