基于情境体验的食品包装设计的转型路径

Research on food packaging design transformation based on situational experience

食品与包装相互依存,两者存在着密切的关联。食品包装反映了从初始期食品的内在保护演变到外在形象的溢出,表现了人类的需求由物质性向非物质性的转变。基于情境体验的食品包装设计是以消费者的精神需求为参照,从食品包装中探讨人与物之间的生活情境关系,并将生活中食品所呈现出的形状样式、色彩表现和文化元素融入其中,来塑造并凸显食品包装的意趣化、情感化和文化性。因此,在当前消费趋势的影响下,可采用视觉情境、行为引导以及趣味互动等设计理念,来实现食品包装在功用、审美及文化表现上的设计转型,有效提高消费者的情境体验。

Food and packaging are interdependent,and they are closely related.The evolution from the internal protection of food in the initial period to the overflow of external image reflects the change of human needs from material to non-material.Food packaging design based on situational experience is to explore the life situational relationship between people and objects from the perspective of the spiritual needs of consumers,and integrate the shape style,color performance and cultural elements of food in life to shape the interest,emotion and culture of food packaging.Therefore,under the influence of current consumption trends,the design of visual situation,behavior guidance and fun interaction can be adopted to realize the design transformation of food packaging in terms of function,aesthetic and cultural performance,and effectively improve the consumer's situational experience.