基于文化探针的Z世代包装容器设计偏好行动研究  

Action Research on Packaging Containers Design Preference of Generation Z Based on Cultural Probe

作　　者：邓威 余隋怀 鲁柯彤 DENG Wei;YU Suihuai;LU Ketong(Shenzhen Technology University,Guangdong Shenzhen 518118,China;City University of Macao,Macao 999078,China)

机构地区：[1]深圳技术大学,广东深圳518118 [2]澳门城市大学,澳门999078

出　　处：《包装工程》2025年第6期499-507,共9页Packaging Engineering

摘　　要：目的提取Z世代对包装容器的隐性感觉知识,研究该人群新的设计偏好特征,为以用户为中心的设计调研提供了新实践思路。方法基于文化探针这一快速民族志研究策略,对Z世代人群展开参与式视觉研究并应用于实践。首先使用文化探针包获取目标访谈者潜在隐性审美和价值观,结合扎尔特曼深度访谈技术对感性意向进行收敛归类,将归类后的构念转译为设计应用要素类型,结合文化探针结果进行设计语义融合,运用量化分析提取设计语义背后设计主成分,形成立体设计偏好特征。结果Z世代人群设计偏好具有新潮活泼的个性,运用偏好特征设计多个白酒包装容器,通过里克特结构的量表问卷对比验证,显示结果符合预期。结论结合量化分析的文化探针方法能够有效感知用户研究过程中偏好多元性,获取较为全面的设计策略,研究具有较强商业应用价值和设计理论意义。The work aims to study the new design preferences of Generation Z based on the knowledge of Generation Z's implicit perception of packaging containers.Based on the rapid ethnographic research strategy of cultural probes,a participatory visual research on Generation Z was carried out and applied in practice.First of all,a cultural probe was used to get the latent aesthetic and values of the target interviewee,and the perceptual intention was classified in a convergent way combined with ZMET deep interview technology.The classified concept was translated into types of design application elements and the design semantics were integrated in combination with the results of the cultural probe.A quantitative analysis was conducted to obtain the design principal components behind design semantics to form the three-dimensional design preference features.The design preference of Generation Z had a fashionable and lively personality.The design of multiple liquor packaging containers using the preference characteristics was verified by the questionnaire of Adrian Ludwig Richter structure,and the results were in line with expectations.In conclusion,combined with quantitative analyses,the cultural probe can effectively perceive the diversity of users'preferences in the process of research,and obtain a more comprehensive design strategy.

关 键 词：文化探针 Z世代 包装容器 设计偏好 行动研究 

分 类 号：TB472[一般工业技术—工业设计]