怀旧心理影响下的餐饮品牌设计探究——以超级文和友为例  

Research on the Design of Catering Brandsunder the Influence of Nostalgia——Take Super Wenheyou as an Example

作　　者：陈妍伊 文卫民[1] 潘之琳 CHEN Yan-yi;WEN Wei-min;PAN Zhi-lin(Changsha University of technology,Changsha 410114,China)

机构地区：[1]长沙理工大学,湖南长沙410114

出　　处：《绿色包装》2023年第9期170-174,共5页Green Packaging

摘　　要：怀旧是发生在人类身上的一种主观反应和社会学现象,是人类对于过去时光的怀念,这种怀念可能是思乡之情也有可能是对过去的人或事的留恋。在竞争压力和焦虑情绪普遍存在的社会大环境下,怀旧情绪在一定程度上缓解人们的消极情绪。这种潜在的消费情绪在一定程度上能转变成实际的购买能力,而怀旧餐饮正是抓住这一点进行探索与传播。本文根据当前社会现状并结合当下热点话题,运用文献综述法和案例分析法,对怀旧心理影响下的超级文和友品牌设计进行案例分析,探讨怀旧心理影响下的设计理念与设计思维,给相关研究者及设计师提供一种设计思维。Nostalgia is a subjective reaction and sociological phenomenon that occurs in human beings,and it is human nostalgia for the past time,which may be homesickness or nostalgia for people or things in the past.In the social environment of high competition pressure and general anxiety,nostalgia alleviates people’s negative emotions to a certain extent.To a certain extent,this potential consumer sentiment can be transformed into actual purchasing power,and nostalgic catering grasps this point to explore and spread.According to the current social situation and combined with the current hot topics,this paper uses the literature review method and case analysis method to conduct a case analysis of the design of Super Wenheyou brand under the influence of nostalgia,discusses the design concept and design thinking under the influence of nostalgia,and provides a design thinking for relevant researchers and designers.

关 键 词：怀旧心理 超级文和友 品牌设计 

分 类 号：J524[艺术—艺术设计] TB482[一般工业技术—包装工程]