个性化消费驱动下的巧克力包装设计转型  

Transformation of chocolate packaging design driven by individual consumption

作　　者：胡晶[1] 员勃[1] 马潇潇[1] HU Jing;YUAN Bo;MA Xiao-xiao(School of Art and Design,Wuhan Polytechnic University,Wuhan 430023,China)

机构地区：[1]武汉轻工大学艺术设计学院,湖北武汉430023

出　　处：《武汉轻工大学学报》2023年第1期114-119,共6页Journal of Wuhan Polytechnic University

基　　金：湖北省教育厅哲学社会科学研究项目(21Y121)。

摘　　要：随着消费结构与消费需求的变化,新生代群体的消费行为呈现出个性化需求服务、注重感官体验的新趋向,也为巧克力包装的发展带来了新变化与挑战。在当下个性化消费的社会场景下,分析了巧克力包装在审美形象、社交价值与文化体验方面的表现特征,面对不同人群的差异化需求,在结合巧克力包装特征表现的基础上,进一步提出适应个性化需求的匹配性设计、数字媒体艺术与交互技术的整合应用以及关注健康需求的电子营养标签设计的转型设计路径,以更好地提升巧克力的包装附价值。With the change of consumption structure and demand,the consumption behavior of the new generation of groups shows a new trend of personalized demand service and focus on sensory experience,which also brings new changes and challenges to the development of chocolate packaging.In the current social scene of personalized consumption,the paper analyzes the performance characteristics of chocolate packaging in terms of aesthetic image,social value and cultural experience.In the face of different needs of different groups,based on the characteristics of chocolate packaging,it further proposes the matching design to meet the personalized needs,the integrated application of digital media art and interactive technology,and pay attention to the health needs of the electronic nutrition label design transformation design path,in order to better enhance the value of chocolate packaging.

关 键 词：巧克力 包装设计 个性化消费 转型 

分 类 号：TB47[一般工业技术—工业设计]