基于感性工学的茶叶包装色彩设计研究

TEA PACKAGING DESIGN BASED ON KANSEI ENGINEERING

运用感性工学的理论原理,探讨消费者对茶叶包装中色彩的感知意象和优先级,提出茶叶包装色彩设计的创新方案,提高茶叶包装的附加价值。基于感性工学的原理,通过语义差异法对茶叶包装的色彩感知进行量化。采用访谈调研、文献检索、专家小组、问卷等方法,利用数学工具进行统计分析,构建了包装色彩与感知意象的映射关系。得出了茶叶包装中最受消费者欢迎的色彩、色系和色调,以及茶叶包装色彩的感知意象,并由此提出了关于包装色彩的设计建议。为设计师提供了茶叶包装色彩选择的理论依据,提高茶叶包装设计的成功率。

To explore consumers'perception image and priority of color in tea packaging by applying the theory and principle of Kansei engineering,and to put forward an innovative scheme of color design for tea packaging to improve the added value of tea packaging.Based on the principle of Kansei engineering,the color perception of tea packaging was quantified by semantic difference method.By means of interview,literature search,expert group,questionnaire and mathematical tools,the mapping relationship between packaging color and perception image was constructed.The most popular color,color system and tone of tea packaging were obtained,as well as the perception image of tea packaging color,and put forward some suggestions on packaging color design.It provides the theoretical basis for the designer to choose the color of tea packaging and improves the success rate of tea packaging design.