年轻消费者对护肤品包装设计中的高级感研究

A STUDY ON THE SENSE OF HIGH CLASS IN DESIGN AND PACKAGE FOR SKIN CARE PRODUCTS BY YOUNG CONSUMERS

所谓的高级感不仅仅是指外包装中平面设计带来的视觉上的美感,而是基于CMF和包装形式、使用方式给使用者带来的视觉上、触觉上和使用感上带来的正向综合体验的提升。护肤品包装中的高级感是商家销售溢价心理以及消费者需求心理的共鸣,本文运用普通消费者深访和设计观察法的形式,为年轻消费者对护肤品包装设计中的高级感作出研究。首先深入具有代表性的商业区,对市面上的包装形式作出分析研究,并招募符合要求的目标消费者进行深访及行为测试,了解目标消费者消费习惯和使用行为方式等。由此得出迎合消费者喜好、满足消费者需求,提升护肤品高级感的结论。

The sense of high-class in design and package does not refer toouter packing in the graphic design of visual aesthetic feeling, butis based on the CMF, packaging forms, the way of use and touchto upgrade the comprehensive experience. Good packaging isa common need of business selling premium and the commondemand. In this paper, we use the form of consumer interview andobservation to study. First of all, we analyze the form of packagingin the market, and then recruit consumers for behavioral testing. Asa result, it is concluded how to improve the sense of high-class inpackaging design.