基于眼动追踪技术的涂料产品“绿色化”包装设计

“Green”packaging design of coating products based on eye tracking technology

为了使涂料产品在适应“绿色化”消费市场的过程中,产品的包装设计能更好地传递产品信息,满足消费者偏好。采用定量与定性相结合的方式,选取2个主流涂料品牌的包装作为研究材料,以有涂料购买经验的消费者作为被试进行眼动实验,辅以问卷和访谈进一步了解消费者对涂料绿色化包装设计的偏好。涂料包装设计采用绿色更能传达健康、安全、环保的理念;文字体现的信息比图片更有说服力,而且设计重点内容应沿“Z”或“7”型分布;绿色化标识的字体大小会影响消费者的关注度,出现文图并茂时,消费者关注点先是图形后是文字,且规矩刻板文字最不受关注;消费者对包装的产品标签和“绿色化”设计的关注度均很高,且对后者女性略高于男性。研究结果可为涂料行业在包装设计方面的改进提供依据,满足消费者偏好,进一步提升涂料产品的销量。

In order to make coating products in the process of adapting to the“green”consumer market,product packaging design can better convey product information and meet consumer preferences.Based on combination of quantitative and qualitative methods,two mainstream brands are selected as research materials,and take consumers with paint purchase experience as samples.After the subjects performed an eye movement experiment,supplementary questionnaires and interviews are provided to further understand consumers′preferences for green coating packaging design.Green paint packaging can better convey the concepts of health,safety and environmental protection;the information embodied in the paint packaging test is more convincing than the picture,and the key content can be distributed along the“Z”or“7”pattern;the font size of the green logo affects consumers′attention and when both text and graphics appear,consumers′focus is first on graphics and then text,and regular and stereotyped text is the least concerned;consumers are concerned on packaging product labels and“green”design,and for the latter women are slightly higher than men.According to the research results,it can provide a basis for the improvement of packaging design in the coating industry to meet consumer preferences,and further increase the sales of coating products.