基于交互式包装设计下的情感交流  

Emotional Communication Based on Interactive Packaging Design

作　　者：王淑慧[1] 金尚宽 WANG Shu-hui;JIN Shang-kuan(Beijing University of technology College of Art and Design,Beijing 100124,China;The High School Affiliated to Beijing Normal University,Beijing 100050,China)

机构地区：[1]北京工业大学艺术设计学院,北京100124 [2]北京师范大学附属中学,北京100050

出　　处：《绿色包装》2022年第5期54-58,共5页Green Packaging

摘　　要：随着市场经济的高速发展,消费者的消费需求逐渐从物质需求转换成精神需求。“参与”、“体验”、“感受”、“吸引”是交互式包装最突出的特点,它搭建起商品与消费者之间良好的情感联结,不仅彰显了品牌的独有个性,还大大提升了品牌的竞争优势。“以人为本”的设计理念是对消费者高级心理需求转化的最好重视。交互式包装设计不仅可以帮助消费者快速了解产品信息,有效增强产品的吸引力,而且其情感联结的有效搭建更能让消费者得到情感和心理双重需求的满足,引发其精神共鸣,因此可以大大促进消费者消费重心的偏向,有效提升产品快销能力及竞争力,为更好的促进企业及品牌宣传起到积极意义。With the rapid development of market economy,consumers’consumption demand has gradually changed from material demand to spiritual demand.“Participation”,“experience”,“feeling”and“attraction”are the most prominent features of interactive packaging.It builds a good emotional connection between goods and consumers.It not only shows the unique personality of the brand,but also greatly improves the competitive advantage of the brand.The design concept of“people-oriented”is the best attention to the transformation of consumers’advanced psychological needs.Interactive packaging design can not only help consumers quickly understand the product information and effectively enhance the attractiveness of the product,but also the effective construction of its emotional connection can enable consumers to meet their emotional and psychological needs and trigger their spiritual resonance.Therefore,it can greatly promote the deviation of consumers’consumption focus and effectively improve the fast-selling ability and competitiveness of products,it plays a positive role in better promoting enterprise and brand publicity.

关 键 词：包装设计 交互式 精神需求 情感联结 以人为本 

分 类 号：TB482[一般工业技术—包装工程]