低碳经济下国内节庆产品包装的情感化设计

Emotional Design in Domestic Festival and Ceremonial Products' Packaging in Low-carbon Economy

针对节庆产品往往存在过度包装现象,选取具有代表性的白酒产品包装,结合消费者的消费动机,展开了白酒包装设计风格和消费者动机关联性分析,归纳得出节庆期间不同消费动机下消费者对白酒包装设计形态的要求,并提出了在低碳经济背景下,运用情感化设计方法进行节庆产品包装的设计策略。

Aimed at the over-packaging phenomenon in festival and ceremonial products,the authors chose representative package of liquor product,combined with the purchase motivation of consumers,association analysis between liquor packaging design style and motivation of consumers was carried out in this paper.The requirements of consumers for liquor package design style under different consumption motivations during festival were concluded;in addition,design strategy for package of festival and ceremonial products with the application of emotional design was proposed in the context of low carbon economy.