基于用户需求获取与转化的食品包装设计研究

Research on food packaging design based on the acquisition and transformation of consumer demanding

从食品包装设计视角出发,通过分析用户对食品包装的需求趋势,探赜消费行为中包装与用户的交互关系。剖析本能层次、行为层次和反思层次的用户体验在用户和包装之间的表现特点,讨论不同层次的食品包装设计策略。针对用户多维需求,可在本能层,从视觉与非视觉感官体验出发,引出用户对产品情感的回应,赢得用户关注;在行为层,从趣味性、人性化和智能化的交互、提示和反馈着手,拓展产品使用功能,营造良好的使用体验;在反思层,从创建互动体验激发用户创造力入手,系统塑造深层情感体验,关注可持续设计。将用户体验有效融入到食品包装设计中,探索信息体验的过程将是未来食品包装设计的新思路、新方向。

From the perspective of food packaging design, the interaction between packaging and consumer behaviors was explored through the analysis of their demand trends. This review analyzed the performance characteristics of consumer experience at instinct level, behavior level and reflection level between users and packaging, and discussed the design strategies of food packaging at different levels. In view of the multi-dimensional needs of consumers, the emotional responses to products from visual and non-visual sensory experience at the instinct level can be responded and thereby attract their attentions. At the behavioral level, it starts from interesting, humanized and intelligent interaction, prompt and feedback to expand the use function of the product and create a good use experience. On the reflection level, starting from creating interactive experience to stimulate users’ creativity. The creation of interactive experience and stimulation of user creativity were focused on to systematically shape deep emotional experience at the reflection level. Integrating user experience into food packaging design effectively and exploring the process of information experience will be a new idea and direction of food packaging design in the future.