基于眼动分析的白酒外包装导向设计的差异化体现

目的 随着生活质量的提高，消费群体逐步追求品质化的生活，消费所带来的不仅是一种物质上的填补，更是一种心理上的满足。然而，如今白酒外包装一成不变的视觉刺激已经使购买者麻木，无法满足其消费需求，且同质化严重的外包装，也无法突显品牌特点。因此，面对消费者日益增长的心理需求和文化需求，有必要在实现包装的主要功能时，对其进行再设计。方法 从消费者的视角出发，利用格式塔理论对白酒外包装现有产品外形进行提取分析，采用眼动实验探究，分析消费者对白酒外包装品牌品名的重视，以及不同白酒包装外形对消费者的视觉引导趋势。结果 得出白酒外包装对消费者视觉引导的3个规律性特征。结论 针对目前同质化严重的外包装设计，基于品牌文化、消费者心理需求等感性视角，与用户视觉流向特点等理性因素，总结白酒外包装形态对视觉引导的基本规律，并通过该规律对白酒外包装进行差异化设计，达到白酒外在品牌品名优先识别与内在文化突显的最终目的。

Differentiation of Liquor Packaging Design Based on Eye Movement Analysis

With the improvement of society, the consumers are pursuing the quality of life. What consumption brings is not only reflected in material life, but it''s more of a psychological satisfaction. However, the invariable visual stimulation of liquor packaging makes the buyers numb, unable to meet their consumption demand. And the packaging with homogeneous design also cannot highlight the characteristics of the brand. Therefore, in the face of the growing psychological and cultural needs of consumers, it is necessary to redesign the packaging when the main functions are realized. From the perspective of consumers, using Gestalt theory to extract and analyze the existing product shape of white wine packaging, and use eye movement experiment to analyze the consumers'' attention to the brand name of white wine packaging, and the visual guidance trend of different liquor packaging shapes to consumers. Three regular characteristics of liquor packaging on consumers'' visual guidance were obtained. In view of the present homogeneity serious packaging design, based on the brand culture, consumers psychological needs, such as perceptual perspective, and the user''s visual flow characteristics such as the rational factors, summed up the basic rule of liquor packaging form of visual guide, and differentiated by the rule of liquor packaging design, external to liquor brand name priority identification and the ultimate goal of intrinsic cultural highlights.