从眼里到心里：包装设计审美价值嬗变及未来走向

在剖析现有包装设计异化基础上,阐述了包装设计的审美价值嬗变过程。指出当前包装设计“以人为本”的审美价值观的不足,包装的情感化设计不能局限于迎合消费者的情感需求,需要深度挖掘消费者的隐形情感需求,从精神文化需求（文化回归、自然回归、传统回归）层面,引导消费者审美价值观的提升。

From eye to heart: Evolution and future trend of aesthetic value of packaging design

On the basis of analyzing the alienation of existing packaging design, this paper expounds on the evolution process of the aesthetic value of packaging design. It is pointed out that the current packaging design''s "people-oriented" aesthetic values are insufficient. The emotional design of packaging cannot be limited to catering to the emotional needs of consumers but needs to deeply explore the hidden emotional needs of consumers, and guide the improvement of aesthetic values of consumers from the level of spiritual and cultural needs (cultural return, natural return, traditional return).