基于客观生理反应的包装装潢评价机制研究  

Quantitative Evaluation Mechanism of Product Packaging

作　　者：李华杰[1] 武志云 窦煜博 韩志星 LI Hua-jie;WU Zhi-yun;DOU Yu-bo;HAN Zhi-xing(Henan University of Science and Technology,Luoyang 471000,China)

机构地区：[1]河南科技大学艺术与设计学院,洛阳471000

出　　处：《包装工程》2021年第18期326-332,共7页Packaging Engineering

基　　金：河南省高等学校大学生创新训练计划项目。

摘　　要：目的利用同步的眼动与客观生理数据分析包装装潢设计元素对消费者购买欲望的影响,为提高针对性购买欲的包装装潢设计提供对应的设计方法。方法依据消费者在观察到不同包装装潢设计元素时的眼动与同步生理信息数据,分析消费者在面对不同包装装潢设计元素时的生理反应信息差异。结果眼动与同步生理数据的变化基本一致,部分不一致数据通过对生理数据的深度分析确认为无意识眼动,通过数据对比与分析确定了消费者的浏览兴奋点与关注点。结论利用客观的生理数据分析包装装潢设计元素对消费者购买欲的影响,可以有效减少因主观意识影响造成的评价误差。The paper aims to analyze the influence of packaging decoration design elements on consumers’purchasing desire by using synchronous eye movements and objective physiological data,so as to provide corresponding design methods for improving targeted purchasing desire of packaging decoration design.According to the eye movement and synchronous physiological information data of consumers when observing different packaging and decoration design elements,the differences of physiological response information of consumers when facing different packaging and decoration design elements were analyzed.The changes of eye movements and synchronous physiological data were basically the same,some inconsistent data were confirmed as unconscious eye movements through in-depth analysis of physiological data.Through data comparison and analysis,the consumer’s browsing excitement and attention points were determined.As a result,using objective physiological data to analyze the influence of packaging decoration design elements on consumers’purchasing desire can effectively reduce the evaluation error caused by the influence of subjective consciousness.

关 键 词：包装评价 眼动轨迹 生理信息数据 包装装潢设计 

分 类 号：TB482[一般工业技术—包装工程]