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在传统节庆礼品的包装设计中,许多设计师所依循的设计原则是从理性分析角度出发,以满足消费者求实、求便、求利的心理需求为设计目标。而当今社会飞速发展,人们的消费更多的倾向于感性诉求,如求美、求名、求心情等心理需求。当代设计师要紧跟时代脉搏,在节庆礼品包装设计方面积极探索,走出具有中国特色的节庆商品包装设计道路。文章从分析普通商品的包装设计原则入手,进而分析节庆商品的消费特色,最后概括总结出传统节庆礼品包装设计的相关心理原则。
In the traditional festival gift packaging design, many designers follow the design principle is from a rational analysis point of view, to meet the consumer demand for truth-seeking, seeking convenience, seeking the psychological needs for the design goals. In today’s society, the rapid development of people’s consumption tend to be more emotional demands, such as beauty, name, mood and other psychological needs. Contemporary designers should keep up with the pulse of the times and explore actively in the design of festival gift packaging. Out of the packaging design of festival goods with Chinese characteristics, The article begins with the analysis of the general principles of packaging design, and then analyzes the consumption characteristics of the festive products. Finally, it summarizes the related psychological principles of the traditional festive gift packaging design.