基于设计心理学的产品包装设计策略探究  

Research on Product Packaging Design Strategy Based on Design Psychology

作　　者：段笔耕[1] 金心亦 DUAN Bigeng;JIN Xinyi(Changzhou Vocational Institute of Engineering,Jiangsu Changzhou 213164,China)

机构地区：[1]常州工程职业技术学院,江苏常州213164

出　　处：《包装工程》2025年第4期459-463,共5页Packaging Engineering

基　　金：江苏省教育科学“十四五”规划2021年度课题(T-c/2021/35)。

摘　　要：目的 设计心理学是研究人们在设计创造过程中的心态,以及设计对社会及其中个体所产生的心理反应,反过来再作用于设计,起到使设计更能够反映和满足人们心理作用的效果。从设计心理学角度探讨产品包装设计的方法,旨在使产品包装设计更符合设计心理学、用户的需求。方法 从设计心理学对设计实践的指导入手,探讨了产品包装设计中心理学的重要价值,并从三个方面阐述了基于设计心理学的产品包装设计策略。结论 设计心理学能够很好地抓住用户心理,遵循设计心理学进行产品包装设计能够很好地满足用户的需求,提升产品对消费者的吸引力。为此,在产品包装设计中,设计者必须要把握好消费者的心理变化,充分考虑色彩心理、图形心理和文字心理,运用各种方式、手段,把色彩、图形、文字、造型等多种视觉语言,通过有机的整合形成包装设计,对消费者的心理形成影响,进而促成其对产品的认同和购买。Design psychology is to study people's mentality in the process of design creation,and the psychological reaction of design to society and to social individuals,which in turn acts on design,play to make the design more able to reflect and meet the psychological role of people.This paper discusses the methods of product packaging design from the angle of design psychology,aiming at making the product packaging design more accord with the design psychology and the needs of users.Starting from the guidance of design psychology to design practice,the important value of psychology in product packaging design was discussed,and the strategy of product packaging design based on design psychology was discussed from three aspects.The design psychology can grasp the user's psychology well,and the product packaging de-sign according to the design psychology can meet the user's needs and enhance the product's attraction to the consumer.Therefore,in the product packaging design,designers must grasp the psychological changes of consumers,fully consider the color psychology,graphic psychology and text psychology,use various ways and means,the color,graphics,text,modeling and other visual language,through the organic integration of the formation of packaging design,the psycho-logical formation of consumers,and thus promote their identification and purchase of products.

关 键 词：设计心理学 产品包装 色彩心理 图形心理 文字心理 

分 类 号：TB482[一般工业技术—包装工程]