年轻消费群体对中华老字号糕点礼盒视觉元素的偏好  

Young consumer preference for visual elements in gift packaging design of Chinese time-honored pastry brands

作　　者：王静 李秋迪 WANG Jing;LI Qiudi(Communication University of Shanxi,Jinzhong,Shanxi 030619,China;Donghua University,Shanghai 200051,China)

机构地区：[1]山西传媒学院,山西晋中030619 [2]东华大学,上海200051

出　　处：《食品与机械》2025年第2期242-248,共7页Food and Machinery

基　　金：山西省教育厅高等学校教学改革创新项目(编号:J20241465)。

摘　　要：采用联合分析法,对年轻消费群体对包装设计中视觉元素偏好进行了量化研究,分析了年轻消费者对中华老字号糕点品牌礼盒包装设计视觉元素的偏好。研究发现,影响年轻消费者偏好度的视觉元素根据重要度的排序依次为颜色、图像、文字。偏爱的视觉元素分别是白色、行书、插图,设计风格上更偏好现代感与传统元素适当混合的简约设计;被调研者中,不同性别及年龄对视觉要素的偏好未呈现显著性差异。并据此提出符合目标消费层偏好的中华老字号糕点品牌礼盒包装设计改善方案。A quantitative study is conducted using conjoint analysis to investigate and analyze the preferences of young consumers for visual elements in the gift packaging design of Chinese time-honored pastry brands.It is found that the visual elements can affect young consumers'preferences in order of color,image,and text.The preferred visual elements are white,cursive script,and illustrations.The design style is preferred to be a minimalist approach appropriately blending modern and traditional elements.Among the respondents,no significant difference can be seen in preferences for visual elements according to gender or age.Based on these findings,suggestions are proposed to improve the gift packaging design of Chinese time-honored pastry brands so that it can align with the preferences of the target consumer group.

关 键 词：联合分析法 包装设计 视觉元素 消费者偏好 简约设计 中华老字号 

分 类 号：F27[经济管理—企业管理]