基于用户体验的湖南特产包装设计策略研究

Research on Packaging Design Strategies of Hunan Specialties Based on User Experience

为探究湖南特产包装设计新策略,从实际发展现状与问题出发,了解用户体验相关概念,探究湖南特产包装设计新思路,以促进其包装价值、使用价值、文化价值融合表达,提高吸引力与竞争力。基于用户体验理论,通过设计实例从本能层、行为层、反思层感受实践价值,讨论不同层次湖南特产包装设计的新思路,并为其提供具有指向性的设计策略:在本能层次提出采用非遗元素塑造品牌形象;在行为层次提出应用本土材料创新包装形式;在反思层次提出运用特色文化细节表达内涵。

In order to explore the new strategies of packaging design for Hunan specialty products,starting from the current development status and issues,understanding the concept of user experience,exploring new ideas for packaging design of Hunan specialty products,in order to promote the integration and expression of its packaging value,utility value,and cultural value,and enhance its attractiveness and competitiveness.Based on user experience theory,by designing examples to perceive its practical value at the instinctive,behavioral,and reflective levels,discussing new ideas for packaging design of Hunan specialty products at different levels,and providing targeted design strategies:proposing the use of intangible cultural heritage elements to shape the brand image at the instinctive level;proposing the innovative packaging form using local materials at the behavioral level;proposing the use of characteristic cultural details to express the connotation at the reflective level.