海产品包装设计中的情感化符号研究

Emotional Symbol Research in Seafood Packaging Design

海产品在我国沿海地区有着极大的市场,是时常用于亲朋好友之间的送礼佳品。随着消费水平的提高,消费者对海产品包装的要求也日益提高,在追求包装安全与存储方便的基础上,开始追求情感方面的归属。通过对海产品代表性符号的分析,探究海产品包装设计中“色彩、图形、造型、材质与结构”等符号与包装设计理念的符号化共鸣的内在联系。从情感化设计的本能层、行为层和反思层三个层面进行了海产品包装的符号研究,由此产生不同的情感体验,以提高海产品的经济价值与文化价值。

Seafood has been blessed in China's coastal areas for a huge market, serving as auspicious presents among friends and relatives. Along with the raise of people consumption level, consumers' requirements for seafood packaging are also increasing. Upon the basis of guaranteeing packaging safety and storage convenience, people begin to pursue emotional attachment. Through the analysis of the representative symbols of seafood, this paper probes into the intrinsic connection between the symbols such as “color, graphics, shape, material and structure”and the symbolic resonance of packaging design concepts in seafood packaging design. The symbolic research of seafood packaging is conducted on three levels of emotional design, including instinctive layer, behavioral layer and reflective layer, which produces different emotional experiences to improve the economic and cultural value of seafood.