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随着社会经济的飞速发展以及人们生活和消费水平的不断提升,人们对产品的追求已不再局限于物质上的满足,而是向更高层次的情感认同以及心理上的满足转变。由此,情感化设计在产品外包装的设计方面发挥了重要作用。文章结合情感化设计的基本理论,从本能层、行为层以及反思层三个层面,就满足情感体验的产品外包装设计目标加以阐述,并就如何将情感渗透到产品外包装设计中进行探讨,旨在为产品包装设计活动提供参考。
With the rapid development of society and economy and the continuous improvement of people’s living and consumption level, people’s pursuit of products is no longer limited to material satisfaction, but to a higher level of emotional identification and psychological satisfaction. As a result, emotional design has played an important role in the design of product packaging. Based on the basic theory of emotional design, the article elaborates the design goals of product packaging that satisfy the emotion experience from the three levels of instinct layer, behavior layer and reflection layer, and discusses how to infiltrate the emotion into the product packaging design. Designed for product packaging design activities provide a reference.