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本文根据产品干预度的不同对包装设计评价存在的差异,针对包装设计的4个要素,即可视化、Form、副本和商标,对高干预度理性产品和低干预度感性产品的包装设计评价差异进行了研究。研究对象由专业包装设计者和非专业人员组成,共585名。研究结果表明:第一,根据产品类型不同,在包装设计可视性的3个子要素中,低干预感性产品较高干预理性产品有更重要的意义;第二,根据产品类型的不同,在Form要素的2个子要素中,高干预理性产品较低干预感性产品表现得更为重要;第三,根据产品类型不同,与高干预理性产品相比,低干预感性产品对商标要素的3个子要素的认识表现更为重要。该研究成果将为包装设计者依据不同类型产品实施相应的包装设计战略提供指导性的建议。
In this paper, according to the difference of product intervention degree, there are differences in packaging design evaluation. According to the four elements of packaging design, namely visualization, form, copy and trademark, the difference of packaging design evaluation between highly interventional rational product and low interventional susceptibility product Study. The research object consists of professional packaging designers and non-professionals, a total of 585. The results show that: First, according to the different types of products, the higher intervention interventions for rational products are more important in the three sub-elements of packaging design visibility. Second, according to the different product types, Among the two sub-factors of the factors, the intervention products with higher intervention interventions are more important than the intervention products with the lower interventions. Thirdly, compared with the intervention products with high interventions, Recognizing performance is even more important. The results of this research will provide guidance to packaging designers in implementing corresponding packaging design strategies based on different types of products.