基于购买心理的包装设计分析与教学研究  

Analysis of Packaging Design and Teaching Research Based on Purchasing Psychology

作　　者：李冠林[1] 陈卓[1] LI Guan-lin;CHEN Zhuo(Xi'an Academy of Fine Arts,Xi'an 710065,China)

机构地区：[1]西安美术学院,陕西西安710065

出　　处：《绿色包装》2024年第5期58-61,共4页Green Packaging

基　　金：西安美术学院2023年度校级教育教学改革研究项目(以西安美院“四大传统”为导向的继续教育新型课程群改革与建设研究2023JY19)。

摘　　要：本文围绕消费者在消费决策中的心理行为进行探讨,分析购买心理与消费文化的关系,分类整合消费者需求,探讨包装设计与购买行为之间的内在联系,并对当代产品消费文化的现象,以及未来消费结构与创意性文化消费之间的相似性关系进行论述。从包装多元化呈现的角度,分析包装形态差异、设计风格所导致的消费认知差异,同时对消费主体的异质性与感知效用对消费行为的影响进行分析。剖析当前包装设计教学存在的问题,提出针对性的教学方法,旨在完善教学结构,培养学生洞悉消费者心理,从而创造具有市场竞争力的包装设计。This paper focuses on the psychological behavior of consumers in consumption decision-making,analyzes the relationship between purchasing psychology and consumer culture,classifies and integrates consumer needs,discusses the internal connection between packaging design and purchasing behavior,and discusses the phenomenon of contemporary product consumption culture,as well as the similarity between future consumption structure and creative cultural consumption.From the perspective of packaging diversification,this paper analyzes the differences in consumption cognition caused by packaging form differences and design styles,and analyzes the impact of consumer heterogeneity and perceived utility on consumer behavior.This paper analyzes the problems existing in the current packaging design teaching,and puts forward the targeted teaching methods,aiming at improving the teaching structure and training students to understand the consumer psychology,so as to create the packaging design with market competitiveness.

关 键 词：包装设计 消费诉求 消费文化 设计教学 

分 类 号：G42[文化科学—课程与教学论] TB48[文化科学—教育学]