基于消费体验的农产品包装设计策略

Packaging Design Strategy of Agricultural Products Based on the Concept of Consumption Experience

目的:将消费体验理念融入农产品包装设计,实现通过包装促进农产品销售和传播地域文化的双重使命.方法:基于唐纳德·诺曼的情感化设计理论,分别从本能层、行为层和反思层探讨了消费体验的三个层次和消费者对农产品包装的体验需求.结果:提出了基于消费体验的农产品包装设计策略,即:从产品与地域特色的角度打造农产品包装的视觉体验、从多角度增加农产品包装的使用体验、从绿色环保的角度提升农产品包装的品牌形象.结论:基于消费体验打造农产品包装设计,既能够抓住消费者眼球,又能捕捉到他们对农产品包装的情感需求,给消费者带来美好的消费体验.

Objective:To integrate the concept of consumption experience into the packaging design of agricultural products to realize the dual mission of promoting the sales of agricultural products and disseminating regional culture through packaging.Method:Based on Donald Norman's emotional design theory,the three levels of consumer experience and consumers'experiential needs for agricultural product packaging are explored from the visceral,behavioral and reflective levels.Results:The strategy of agricultural product packaging design based on consumption experience is proposed,namely:to create the visual experience of agricultural product packaging from the perspective of product and regional characteristics,to increase the experience of agricultural product packaging from multiple perspectives,and to enhance the brand identity of agricultural products from the perspective of green environmental protection.Conclusion:To create agricultural products packaging design based on the experience consumption can not only catch the eyes of consumers,but also capture their emotional needs for agricultural products packaging,thus bringing consumers a wonderful consumer experience.