摘要
目的了解化妆品包装设计如何影响消费者对产品的感性认知。方法采用感性工学的方法,以21~31岁中国女性为目标人群,通过调查问卷方式,对15个经过统一LOGO处理的化妆品进行感觉评价,并对数据进行主成分分析和意象尺度法分析。结论中国年轻女性在选购化妆品时,最看重的因素是年轻可爱及好的保湿涂抹感,设计师需要综合考虑色彩、瓶身造型、材料选择及外观处理方式等几个方面,了解包装设计与消费者感受的关系,进行针对性的设计,才有可能设计出受年轻女性消费者喜爱的化妆品。
It aims to learn how cosmetic packaging design make influences on customers' perceptual knowledge of products. We adopted the method of Kansei engineering and took 21~31 years old Chinese female as target groups,asked them to evaluate their feelings towards cosmetic bottles which logos had been unified changed by analyzing data using principle component analysis and image scale analysis method. When Chinese young female buy cosmetics,they attach importance to young,lovely and good moisturizing feeling. Designers should think about the color,modeling,material selection and appearance processing,learn the relationship of packaging design and customers' feeling and design specifically so as to produce cosmetic that young female customers like.
出处
《包装工程》
CAS
北大核心
2017年第2期64-68,共5页
Packaging Engineering
关键词
包装设计
意象尺度法分析
感性认知
感性工学
packaging design
image scale analysis
perceptual cognizance
kansei engineering
