食品包装设计中的通感隐喻表达与方法  

Synaesthesia Metaphor Expression and Method in Food Packaging Design

作　　者：殷俊 朱文涛 YIN Jun;ZHU Wen-tao(Jiangnan University,Jiangsu Wuxi 214000,China)

机构地区：[1]江南大学,江苏无锡214000

出　　处：《包装工程》2023年第2期225-231,共7页Packaging Engineering

基　　金：教育部人文社科青年基金项目《音乐视觉化:“艺术联觉”观念与设计方法谱系》(18YJC760157)。

摘　　要：目的包装的通感体验是吸引消费者、提高产品销量的有效方式。主要对食品包装的通感隐喻表达与方法进行探讨,为食品包装的通感隐喻设计提供参考。方法首先从不同的学科角度出发,明确通感隐喻的概念与设计的关系、特征;其次从消费者体验出发,分析基于通感隐喻的食品包装设计要素,并根据设计要素提出四个对应的设计方法;最后结合相关的案例和设计实践,探讨方法的实际应用。结论通过对食品包装的通感隐喻表达与方法的研究,明确了食品包装的通感隐喻设计概念,以及其具身性和直觉性的设计特征,提出了食品包装通感隐喻设计的具体方法:直观的知觉表达、行为的融入与深化、材料媒介的丰富、系统化场景引导。为食品包装的通感隐喻设计提供了新的思路与参考,对提升消费者体验,促进产品的推广具有现实意义。The synaesthesia experience of packaging is an effective way to attract consumers and increase product sales.The work aims to discuss the synaesthesia metaphor expression and method in food packaging,and provide a reference for the design of synaesthesia metaphor in food packaging.Firstly,the relationship between the concept and design of synaesthesia metaphor and its corresponding characteristics were defined from different disciplinary perspectives.Secondly,from the consumer experience,the design elements of food packaging based on synaesthesia metaphor were analyzed,and four corresponding design methods were put forward according to the design elements.Finally,combined with relevant cases and design practice,the practical application of the methods was discussed.Through the research on the synaesthesia metaphor expression and method in food packaging,the design concept of synaesthesia metaphor in food packaging and its design characteristics of embodiment and intuition are clarified,and the specific design method of synaesthesia metaphor in food packaging is proposed:intuitive perceptual expression,integration and deepening of behavior,rich materials and media and systematic scene guidance.New ideas and references are provided for the synaesthetic metaphor design in food packaging,which has practical significance for improving consumer experience and facilitating product promotion.

关 键 词：食品 包装 体验 通感隐喻 设计方法 

分 类 号：TB472[一般工业技术—工业设计]