预包装食品营养标签的交互可供性设计策略

Interactive affordance design strategy for nutrition labels of prepackaged foods

目的:提升消费者认知度及信任度,引导消费者健康选择行为,构建基于交互可供性模型的预包装食品标签设计框架。方法:基于交互可供性双层结果模型及知信行实证,分析如何通过可供性帮助设计预包装食品营养标签以实现信息有效传达,提升标签的价值引导作用。结果:提出了增强消费者与食品营养标签的无意识交互意图影响、多途径提高消费者与食品营养标签的信息认知程度、构建消费者与食品营养标签的无意识公众观念机制,以及构建消费者价值认知交互模式4个方面的交互可供性设计策略。结论:交互可供性有助于探讨消费者与预包装食品营养标签相互依赖的实质下,提高预包装食品营养标签的实践价值,达到辅助引导消费者健康饮食的预期。

Objective:To explore the theoretical relationship between interactive availability thinking in the design of nutrition labels for prepackaged foods;To improve consumer awareness and trust,guide consumers healthy choice behavior,and construct a design framework for prepackaged food labels based on interactive availability model.Methods:Based on the two-tier result model of interactive availability and the empirical evidence of knowledge,this paper analyzes how the design can help the nutrition labels of prepackaged food to effectively convey information and improve the labels value and its guidance role.Results:Four interactive design strategies were proposed:enhancing the influence of unconscious interaction intention between consumers and food nutrition labels,improving the information awareness of consumers and food nutrition labels through multiple channels,constructing the unconscious public concept mechanism between consumers and food nutrition labels,and constructing the interaction mode of consumer value cognition.Conclusion:Interactive availability is helpful to explore how to improve the practical value of nutrition labeling of prepackaged foods under the interdependence of consumers and prepackaged food nutrition labels,and achieve the expectation of guiding the healthy dietary habit of consumers via nutrition labels.