情感交互式理念下融入当地文化的衡阳鱼粉系列包装设计

Hengyang Fish Meal Packaging Design Integrated with Local Culture under the Concept of Emotional Interaction

目的扩大对衡阳特色文化的传承,提升当地的知名度,让更多人了解衡阳鱼粉与衡阳地域文化;通过对盒型结构进行设计,实现包装盒型的互动性、创新性与体验感。方法采用问卷调查法、案例分析法,分析消费者对产品包装的内在需求与相关建议。在视觉设计层面上,具体围绕衡阳的地域文化、特色文化等进行元素分析、归纳、提取;在盒型互动层面上,围绕结构、图文、色彩等互动元素,力求建立用户、产品、包装三者的桥梁,刺激用户的情感体验。结果衡阳鱼粉包装设计作为一种文化载体,既要立足地域文化,凸显衡阳地区独特的文化底蕴,又要对消费者的需求进行思考,强化情感交互式体验,满足当代人的文化需求。结论在满足包装功能的基础上实现“情感交互式”理念,加深消费者对衡阳鱼粉和衡阳文化的印象,从而扩大品牌知名度,推动当地经济发展。

The work aims to expand the inheritance of characteristic culture in Hengyang,enhance the local popularity,and let more people know about Hengyang fish meal and Hengyang regional culture and realize the interaction,innovation and experience of packaging type through the design of packaging structure.By means of questionnaire survey and case analysis,the internal needs of consumers for product packaging and related suggestions were analyzed.On the visual design level,the elements were analyzed,summarized and extracted around the regional culture and characteristic culture in Hengyang.On the level of packaging interaction,a bridge among users,products and packaging was built around interactive elements such as structure,graphics and colors to stimulate the users'emotional experience.As a cultural carrier,the packaging design of Hengyang fish meal should not only stand on the regional culture and highlight the unique cultural background of Hengyang,but also think about the needs of consumers,strengthen the emotional interactive experience and meet the cultural needs of contemporary people.On the basis of satisfying the packaging function,the concept of"emotional interaction"will be realized,which will deepen consumers'impression on Hengyang fish meal and Hengyang culture,thus expanding brand awareness and promoting local economic development.