基于用户共情的旅游产品包装设计

Package Design of Tourism Products Based on User Empathy

目的针对目前旅游产品包装中未能充分重视及满足用户情感诉求等问题,从用户的视角出发,探索用户共情在旅游产品包装设计中的具体应用,以此提升旅游产品的情感价值和市场经济价值。方法利用诺曼情感层次法,对用户共情在包装设计中的应用方式进行分析,通过文本数据挖掘提取设计所需的文化元素,运用KJ法、语意差分法、SPSS分析等方法提取出影响包装设计的主要感性词汇。根据文化元素和感性词汇完成方案设计,并结合Likert量表进行方案评价。结果通过碧潭飘雪茶叶包装设计案例,验证了基于用户共情的包装设计方法的可行性。结论基于用户共情的包装设计方法,是一种充分利用用户感性需求及文化认知来指导设计实践的方法,能够有效适应消费者对旅游产品包装的情感诉求和体验需要。

In view of the current problem that tourism product packaging fails to pay sufficient attention to and meet the emotional demands of users, this paper explores the specific application of user empathy in tourism product packaging design from the perspective of users, so as to enhance the emotional value and market economic value of tourism products. The application of user empathy in packaging design is analyzed by using Norman affective level, the cultural elements for design are extracted through text data mining;KJ method, semantic difference method, SPSS and other methods are used to extract the main perceptual vocabulary influencing the packaging design. Project design is completed based on the cultural elements and perceptual vocabulary, and program evaluation is conducted in conjunction with the Likert scale.The packaging design of Bitan Piaoxue Tea is used to verify the feasibility of the packaging design method based on user empathy. The packaging design method based on user empathy is a method that makes full use of the user’s perceptual needs to guide the design practice, it can effectively meet consumers’ emotional appeal and experience demand for tourism product packaging.