以用户为中心的垃圾分类友好型包装设计思维及方法探析

Analysis of User-centered Waste-sorting-friendly Packaging Design Thinking and Method

目的 在中国初步进入垃圾分类强制时代的当下,以包装设计师的角度探析提升包装分类友好程度的实操型方法,旨在以包装设计的改进消除用户分类困惑和畏难情绪、引导用户正确分类,进而通过“分类友好”的形象提升用户对产品的价值判断。方法 基于国际上各领域学者对包装设计与用户环保行为的关系、包装设计如何影响消费者购买决策、包装设计中的视觉心理学等方面的研究结果,对比分析国内外市面上产品包装阻碍或促进用户垃圾分类的问题或优势特征。结论 结合设计实例分别从简化包装废弃物分类程序、视觉提示及恰当的图示引导、用设计弥补轻量包装的廉价感等方面阐明更具实操性的包装设计方法。

As China has initially entered the era of compulsory garbage classification, the research aims to explore the practical design methods to improve the friendliness of packaging classification from the perspective of packaging designers, aiming to eliminate users’ confusion and passivity of users in classification through the improvement of packaging design, and guide users to correctly classify, thus, enhance the user’s value judgment of the product through the "classification-friendly" image. Based on the research results of international scholars in various fields on the relationship between packaging design and user environmental behavior, how packaging design affects consumers’ purchasing decisions, and visual psychology in packaging design, a comparative analysis of the problems or advantages of product packaging on the domestic and foreign markets in the latitude of the effectiveness of users’ garbage classification. Combined design examples, this paper clarifies more practical packaging design methods from simplifying packaging waste classification procedures, visual prompts and appropriate graphical guidance, and making up for the sense of cheapness of lightweight packaging with design improvements.