从农夫山泉品牌设计嬗变谈食品包装的情感化设计趋势

Talking about theemotional design trend of food packaging from the change of Nongfu spring brand design

农夫山泉在品牌设计引入、成长、成熟和转型提升4个阶段的嬗变过程中都充分融入了食品包装的各种情感化设计元素,包括本能层面、行为层面和反思层面的多层设计。通过对其各个阶段包装的情感化设计综合分析,探讨对未来食品包装消费起决定作用的情感化设计发展趋势。

In the four stages of brand design introduction, growth, maturity and transformation and upgrading, Nongfu spring has fully integrated various emotional design elements of food packaging, including multi-level design of instinct, behavior and reflection. Through the comprehensive analysis of the emotional design of its packaging in each stage, this review explored the development trend of emotional design, which would play a decisive role in future food packaging consumption.