包装作为商品流通的产物,它与我们的日常生活息息相关,是我们生活中不可或缺的一部分。随着科学技术的发展,人民消费水平的不断提高以及个性化消费需求的兴起,人类即将步入体验经济的时代。现代的包装不仅仅代表了一个承载商品的容器,也逐渐成为引导消费的手段、一种生活的方式、一种文化价值的取向。那么,从消费者的心理角度解决包装精神功能的设计越来越重要。情感作为消费者行为的驱动力,它在“设计师——商品包装——消费者”这一模型的实现过程中,扮演着至关重要的角色。因此,包装设计的重心也从物质功能设计转向精神功能设计。 Packaging as a product of circulation, it is closely related to our daily life, is an integral part of our lives. With the development of science and technology, the continuous improvement of people’s consumption level and the rise of individualized consumer demand, mankind is about to enter the era of experience economy. Modern packaging not only represents a container carrying goods, but also gradually become a means to guide consumption, a way of life, a cultural value orientation. Then, from the consumer’s psychological point of view to solve the design of packaging function is more and more important. As the driving force of consumer behavior, emotion plays an important role in the realization of the model of “designer-product packaging-consumer”. Therefore, the focus of packaging design has also shifted from the physical function design to spiritual function design.