赫伊津哈游戏理论视角下包装创意设计研究

Creative Package Design from the Perspective of Huizinga's Game Theory

目的以在游戏理论界具有里程碑式意义的赫伊津哈的游戏理论为代表,探究以游戏理论指导包装创意设计实践的可行性、设计思路与具体方法。方法对游戏理论的缘起进行系统回顾与思辨,分析赫伊津哈视角下游戏的定义与游戏的属性,并以此作为理论基础,结合“时光机纸牌”“福虎镇宅”2个案例展开具体研究,论述游戏理论与包装创意设计之间的关系,以及赫伊津哈视角下游戏的3种属性在设计实践中的具体应用。结果得出赫伊津哈游戏理论中所述游戏的3种属性,即自主性、界定性、情感化,如何应用于产品包装的结构、情境与视觉创意设计之中。结论赫伊津哈的游戏理论与包装创意设计之间具有较高的契合度,可以从游戏理论的新视角为设计实践提供一种新思路和新方法。

This paper is based on Huizinga's game theory,which has a landmark significance in the game theory field,explores the feasibility,design ideas and specific methods of using game theory to guide the creative practice of package design.This paper systematically reviews and speculates on the origin of game theory,analyzes the definition and elements of game from the perspective of Huizinga.Based on Huizinga's game theory,specific research with two cases of"Time Machine Card"and"Fuhu Garding the House"is carried out on the relationship between Huizinga's game theory and creative package design practice,and the specific application of the three elements of game in the design practice is summarized.This paper concludes how the three elements of game described in Huizinga's game theory,namely voluntary,binding and emotion,are applied to the creative design in a package's structure,situation and visual effect.Huizinga's game theory and creative package design practice have a high degree of consistency,which can provide a new idea and method for creative package design practice from the perspective of game theory.