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随着生活节奏的加快,人们在满足基本物质需求的基础上转而向情感需求层次靠近。产品包装设计的目的是保护产品安全、方便产品运输、促进产品销售等,而情感理念是人们对消费者从心理上产生的认同感,是在符合人的基本需求的基础上而产生的一种情感体验。随着科技的进步与发展,包装设计在现代发展中呈现多样化趋势,将情感化理念应用到包装设计中,这种新的包装设计理念和意识受到大多数设计师的青睐。人的认识是从理性到感性的过渡,感官体验作为人意识的基础,是获取情感的直接途径,情感理念为人们的判断提供了依据。情感理念在包装设计中的应用,极大保护了产品不受损坏,提高产品的认知度和企业影响力,是一种综合性较强的文化软实力。本文中,笔者主要是在产品包装设计内涵的发展现状基础上,深入探究情感理念在包装设计中的应用。
As the pace of life accelerates, people move closer to the level of emotional needs on the basis of satisfying the basic material needs. The purpose of product packaging design is to protect product safety, facilitate product transport, and promote product sales, etc., while the concept of emotion is psychologically generated by consumers on the basis of people’s basic needs arising from a Emotional experience. With the progress and development of science and technology, packaging design presents the trend of diversification in the modern development. The concept of emotion is applied to the packaging design. This new packaging design idea and consciousness is favored by most designers. Human’s cognition is the transition from rationality to sensibility. Sensory experience is the basis of human consciousness, which is the direct way to obtain emotion. Emotional concept provides the basis for people’s judgment. The application of the concept of emotion in packaging design greatly protects the product from damage and enhances the product’s recognition and influence. It is a comprehensive and strong cultural soft power. In this paper, the author mainly explores the application of emotion concept in packaging design based on the development status of product packaging design connotation.