基于情感体验的交互式包装设计与评价

On Interactive Packaging Design and Evaluation Based on Emotional Experience

包装不仅是商品的载体,也是品牌信息和情感体验的载体,是商品与消费者之间的信息沟通桥梁及商品体验营销的实现手段。以某护肤品包装设计为例,阐述了基于情感体验的本能层、行为层、反思层上的具体设计实践。同时,选取情感互动性、方便性、功能性、效率性、识别性5个评价指标,使用模糊综合评判法构建包装设计评价模型,对两个设计方案进行评价。方案一的评价结果为"良",方案二的评价结果为"优"。

Packaging is not only the carrier of goods,but also the carrier of brand information and emotional experience.It is a bridge communicating information between goods and consumers,and it is also a method to realize commodity marketing through experience.This paper expounds the specific design practice of the instinct layer,behavior layer and reflection layer based on emotional experience,taking the packaging design of a skin care product as an example.At the same time,we select such five evaluation indicators as emotional interaction,convenience,functionality,efficiency,recognition,and use the fuzzy synthetic discrimination method to build packaging design evaluation model to evaluate the two design schemes.The evaluation result of the first scheme is“good”,and the evaluation result of the second scheme is“excellent”.