论产品包装设计中的有效信息传达

产品包装设计中有效信息传达的认知心理主要体现在设计元素的可感受性以及注意对信息的积极加工两个方面;其设计要素主要包括色彩、图像、造型、材质和文字等,这些包装设计要素不仅能满足人们的审美需求,还能有效地传递产品信息。有效信息的视觉传达主要利用消费者敏锐的视觉感知能力,使其获取并理解相关产品信息,包括陈述性知识的视觉传达和程序性知识的视觉传达。消费者在认知动机的驱动下,经由感觉将产品包装上的信息传达到知觉层次,从而把信息转化为对产品认识的陈述性知识和程序性知识。

On Effective Information Communication in Product Packaging Design

Abstract： The cognitive psychology of effective information communication in packaging design is mainly reflected in perceptibility of design elements and active processing of messages. Its major elements of design include colour, picture, modelling, material and characters, etc. which can not only meet people＇ s aesthetic demand, but also communicate the product information effectively. The visualization of effective information communication utilizes the acute visual percep- tion to help consumers obtain and understand the relevant product information, including visual communication of of declarative knowledge and procedural knowledge. Driven by cognitive motive, comsumers translate the information into declarative knowledge and procedural knowledge of the products via communicating the packaging information into consciousness level.