新零售业态下生鲜包装可持续设计研究

目的 从保障生鲜产品安全、增强消费体验、提升生鲜品牌社会价值的角度出发,探索新零售业态下生鲜包装的可持续发展策略与设计实践模式,以减少资源浪费,促进可持续发展,并满足不同消费者的购买需求。方法 首先,基于生鲜包装污染的问题导向,通过分析国内生鲜包装设计现状,结合理论研究提出新零售业态下生鲜包装的可持续设计策略,即可循环组合的模块化设计、注重情感体验的人性化设计、重视技术创新的智能化包装,以及品牌化设计方案。结果 对“而荔”生鲜品牌的可持续设计实践验证了设计策略的可行性。结论 在新零售业态和疫情防控的环境下,通过对生鲜电商与生鲜包装设计现状的研究与分析,清晰地梳理现阶段生鲜包装所存在的问题,探讨生鲜包装的可持续设计策略,为生鲜的可持续包装提供设计实践参考。

Sustainability of Fresh Food Packaging Design under the New Retail Format

The work aims to explore the sustainable development strategy and design practice mode of fresh food packaging under the new retail format from the perspective of ensuring the safety of fresh food, enhancing the consumption experience and improving the social value of fresh food brands, to reduce the resource waste, promote the sustainable development and meet the purchase needs of different consumers. First of all, based on the problem orientation of fresh food packaging pollution, the current situation of fresh packaging design in China was analyzed and combined with theoretical research, the sustainable design strategy of fresh food packaging under the new retail format was proposed:modular design that could be combined circularly, humanized design that paid attention to emotional experience and intelligent packaging and brand design that focused on technological innovation. The sustainable design practice of "Erli" fresh food brand verified the feasibility of the design strategy. Under the environment of new retail formats and epidemic prevention and control, through the research and analysis of the current situation of fresh food e-commerce and fresh food packaging design, the existing problems of fresh food packaging at the current stage are clarified, and the sustainable design strategy of fresh food packaging is discussed to provide design practice reference for sustainable fresh food packaging.