基于设计思维的松江大米包装设计研究  

SONGJIANG RICE BRAND BUILDING BASED ON DESIGN THINKING

作　　者：范晓泉 高瞩[1] FAN XIAOQUAN;GAO ZHU

机构地区：[1]上海工程技术大学艺术设计学院

出　　处：《设计》2022年第1期28-30,共3页Design

基　　金：上海工程技术大学2020年度研究生科研创新项目(20KY0704)。

摘　　要："荷飨"松江大米包装能更好地传播本土农耕文化,在使用情景中与用户产生情感共鸣,以此助推乡村振兴。基于设计思维,"以文化为基础""以需求为中心""以行为为目标""以情感为导向""以设计富村为目的"展开包装设计研究,最后基于消费者问卷调查进行方案评估。为"荷飨"产品创建用户画像和用户心理模型,完成了产品的包装设计和商业画布设计。用设计推动乡村发展的产品,其包装设计只有基于本土文化,满足用户需求,符合用户预期,在使用情景中与用户产生情感共鸣,才能达到设计富村的目的。Songjiang rice packaging can better spread the local farming culture,create emotional resonance with users in the use of the situation,so as to boost the rural revitalization.Based on design thinking,"culture-based","demand-centered","behavior-oriented","emotion-oriented" and "wealth-oriented" packaging design research was carried out.Finally,the scheme was evaluated based on consumer questionnaire survey.Create user portrait and user psychological model for "Hexian" products,and complete product packaging design and commercial canvas design.To promote rural development by design,only the packaging design based on local culture,meet the needs of users,meet the expectations of users,and have emotional resonance with users in the use of the situation,can achieve the purpose of designing a rich village.

关 键 词：松江大米 设计思维 包装设计 设计富村 用户需求 

分 类 号：TP391.9[自动化与计算机技术—计算机应用技术]