大设计时代下快速消费品品牌的情感设计探究

The Exploration of the Emotional Design of the Fast Moving Consumer Goods＇ Brand Based on Big Design Era

在大设计时代背号下，设计将从对人性的渊源中探取能量，也将打破原先单纯从美学角度评判设计的概念桎梏而延伸到设计对整个用户的体验。相对的，人们对产品的需求也不再局限于功能上的满足，更需要能对产品品牌在情感上产生共鸣。如今快速消费品品牌普遍存在同质化重复率高、更新换代快、影响购买因素多等种种问题，如何在大设计环境背景下立足品牌进行情感化设计已经成为快速消费品面临的一大难题。笔者通过对当前市面上快速消费品品牌设计存在的问题进行剖析，并整合当今品牌设计的大环境背号，提出大设计时代下的快速消费品品牌设计可以依托品牌基因，生活化元素以及社会化媒介沟通等三个方面建立与消费者情感上的互动。面对消费者日益精细的情感需求，以情感设计追求品牌的传播效力，打造能在情感上引发消费者共鸣的快速消费品品牌是当下品牌设计的关键。

Driven by the power of humanity and contemporary design background, design tends to focus on the entire user experience instead of being restrained in aesthetical perspective judgments. Accordingly, people are not only satisfied with the functions of the product, but further seek for the emotional resonance from the brand. The brands of Fast Moving Consumer Goods （FMCG） are currently confronted with problems such as highly repetitions, fast updating frequency and various purchasing factors etc. Therefore, how to design products with emotional connection on the basis of the FMCG brand has become challenging under this circumstance. With the consideration of the FMCG brand design background and analysis of existing market problems, this article intends to provide with three components to the product design： brand genes, lifestyle elements and social media communication, from which the designer might rely on in designing the FMCG brand in order to interact with consumers emotionally. Facing the increasing emotional needs from customers, pursuing brand spread effectiveness via emotional design and resonating consumers emotionally are crucial to the brand design.