基于行为设计的儿童洗护品包装设计策略研究  

Research on packaging design strategies for children’s toiletries based on behavior design

作　　者：周祺[1] 申浩敏 刘畅[1] Qi Zhou;Haomin Shen;Chang Liu(Hubei University of Technology,Wuhan,Hubei 430068,China)

机构地区：[1]湖北工业大学,湖北武汉430068

出　　处：《日用化学工业（中英文）》2024年第9期1125-1132,共8页China Surfactant Detergent & Cosmetics

基　　金：省级教研项目(2021310)。

摘　　要：为提升儿童在日常洗护过程中的体验感,从而培养儿童良好的日常卫生清洁习惯,同时提高儿童洗护品牌的服务质量与核心竞争力,从行为设计的角度为儿童洗护品包装提出相关设计策略。首先,通过线上与线下调研的方式了解当前市面上儿童洗护品包装设计现状,并归纳整理设计特点;然后,基于儿童洗护品包装设计现状与儿童对洗护行为的态度,明确在儿童洗护品包装设计中介入行为设计的合理性与必要性;最后,基于行为设计在儿童洗护品包装中的设计要点,结合福格行为模型与峰终定律,从提升用户动机、降低使用难度、增强包装行为提示效果、把握用户体验过程中的“峰值”与“终点”4个方面提出相关设计策略,并运用案例分析法诠释相关设计策略的具体实施方法,侧面印证了设计策略的可用性与可靠性,期望能为儿童洗护品包装设计提供新的设计思路。In order to enhance children’s experience in daily cleaning,cultivate good daily hygiene and cleaning habits,and improve the service quality and core competitiveness of children’s toiletries brands,relevant design strategies for children’s toiletries packaging are proposed from the perspective of behavior design.Firstly,through online and offline research,we investigate the current status of packaging design for children’s toiletries on the market,and summarize the design characteristics.Then,based on the current situation of packaging design for children’s toiletries and children’s attitudes towards cleaning behavior,the rationality and necessity of incorporating behavior design into the packaging design of children’s toiletries are clarified.Finally,based on the design points of behavior design in packaging of children’s toiletries,combined with the Fogg behavior model and the Peak-end rule,relevant design strategies are proposed from four aspects:enhancing user motivation,reducing difficulty in use,enhancing the effectiveness of packaging behavior prompts,and seizing the“peak”and“endpoint”in the user experience process.Case analysis is used to explain the specific implementation methods of relevant design strategies.The availability and reliability of these design strategies are indirectly confirmed,expecting to provide new design ideas for the packaging design of children’s toiletries.

关 键 词：洗护品包装设计 行为设计 福格行为模型 峰终定律 设计策略 

分 类 号：TQ658[化学工程—精细化工]