正交试验设计法在包装设计中的应用研究

Study on the Application of Orthogonal Test Design in Packaging Design

出色的包装设计有利于激发消费欲望、促成购买行为。但消费者个体的差异而产生的消费心理是极其复杂的,为使企业更好地占有市场,引领消费,设计师有必要充分了解消费者对包装设计的喜好。利用网络和其他途径,针对一定的受众进行市场调查,采用正交试验设计法分析消费者对包装设计的喜好,介绍正交试验设计法的应用过程,并给出了一个应用实例。对18~25岁的护肤品消费者进行调查分析,采用正交试验设计法判断消费者对护肤品包装设计的偏好。结果显示,容器为抽象化造型、玻璃材质、携带方便的,包装色彩以暖色调为主、装潢面设计以文字为主、包装设计风格为简洁大方型的护肤品包装设计是消费者较为偏爱的。

Excellent packaging design is conducive to stimulate the consumers＇ desire, and to promote their purchase. However, due to differences in individual consumers and consumers＇ mentality is extremely complex, in order to hold the market share, lead the consumer behaviors, designers in a company need to fully understand the consumers＇ preferences in packaging design. By the internet and other means to make a market survey, orthogonal test design is used to study which packaging design is more appealing to customers. The process of this method＇s application is introduced and illustrated by an example. This example is about the skin-care products for eighteen to twenty-five years old. The results shows that the consumers prefer these packages --containers with abstract shape is glassy and easy to carry, color is warm-based, decorations are text-based and design style is simple.