婚宴回礼包装的情感价值提升与设计表现

Emotional Value Promotion and Design Expression of Wedding Gift Packaging

目的以“90后”目标消费群体的情感特征为依据,发掘适合与消费者产生优质情感互动的包装设计表现形式,探索能直击内心的创意表达,提升婚宴回礼包装的情感价值、文化品位和趣味性特征。方法针对现有婚宴回礼包装设计创意同质化、视觉表达模式化、忽视情感传达等问题,打破固有的设计思维模式,深入解析目标消费人群的多元化情感需求及其对回礼包装设计的影响,强调创意的分众化和情节化,图形的个性化、造型结构的趣味化等创新表达形式。结论在情感消费时代,婚宴回礼的包装设计应以诱发消费者深层次情感体验为目的,以情感价值提升为导向,满足目标消费人群突破传统、展现自我的心理需要,更加深入、全面地挖掘婚宴礼品市场消费潜力,积极引领新时代的消费行为。

The work aims to explore the expressing way of packaging design suitable for high-quality emotional interaction with consumers by taking the emotional characteristics of the“post-90s”target consumers as the basis,so as to investigate the creative expression and enhance the emotional value,cultural taste and interesting characteristics of wedding gift packaging.For the typical problems in package design of wedding gifts such as the homogeneity of design originality,the stereotype of visual expression,or the negligence of emotional communication,the inherent design thinking mode was broken to deeply analyze the diversified emotional needs of target consumers and their impact on the gift packaging design,and emphasize innovative expressions such as the focus and plot of creativity,the personalization of graphics,and the interest of modeling structure.In the era of emotional consumption,the packaging design of wedding gifts should aim at inducing deep emotional experience to the target consumers and take emotional value as guidance to meet the psychological needs of target consumers in breaking through the tradition and showing themselves,thus thoroughly investigating the consumption potential of wedding gift market and actively leading the consumption behavior in the new era.