基于认知心理的包装设计符号传播研究

目的从人的认知心理角度揭示包装设计的内在逻辑须具备符号化特征,符合符号设计与传播规律,包装设计的认知要求与符号设计的出发点具有高度一致性。方法首先分析了包装设计中符号系统的4个构成要素,其次从"格式塔"心理学、人类注意与记忆特点等认知心理方面,阐述了符号设计在包装设计中的必要性与必然性,最后对包装设计中如何进行符号设计进行了分析。结论通过有效方法强化包装设计构成要素(色彩、文字、商标、图形等)的符号化特征,才能在消费者认知和传播过程中取得优势。

Symbol Communication of Packaging Design Based on Cognitive Psychology Theory

In terms of human cognitive psychology, symbol design has to reveal the inner logic of the packaging design in which shows its symbolic characteristics and conforms to its propagation rules. The starting point of symbol design and the cognitive requirements of packaging design have a high degree of consistency. Firstly, it analyzes the 4 constitute elements of symbol system in packaging design. Secondly, it elaborates the inevitability and necessity of symbol designs in packaging design from the point view of Gestalt and human cognitive psychology. Lastly, it analyzes how to design symbols in package design. In order to get the awareness of consumers and gain the advantages of dissemination process, strengthening the symbolic features of the construction elements(color, trademark, characters, graph, etc.) in packaging design through effective ways is essential.