基于情感交互的包装设计评价方法研究

目的针对目前包装评价的方法分散、评价指标不全面的问题,旨在建立一套能够系统地反映消费者情感交互全过程的包装评价方法来有效获取评价反馈。方法通过调研法和生理测量仪器测量法得到消费者对包装样本的主观评价和测量数据,包括对各指标满意度的数据。结果实验结果表明,在进行包装设计时,圆滑的形态、中高饱和的色彩、合适的图文比例在使用过程中更能获取消费者的注意;此外,建立了基于情感交互3个层次的评价体系,并计算得到一级指标(本能层、行为层、反思层)的权重为0.25∶0.35∶0.4,以及二三级指标权重分布。结论评价体系体现了用户情感交互的全周期,为包装设计的方案对比提供了评价途径并通过实例验证分析了其可行性。

Evaluation Method of Packaging Design Based on Emotional Interaction

Aiming at the problem that the current method of packaging evaluation is scattered and the evaluation indicators are not comprehensive, the work aims to establish a set of packaging evaluation methods that can systematically reflect the whole process of consumer’s emotional interaction to effectively obtain evaluation feedback. Through the investigation method and physiological measurement instrument measurement method, the consumer’s subjective evaluation and measurement data on the packaging samples were obtained, including the data on the satisfaction of each indicator. The experimental results showed that, in the packaging design, the smooth shape, medium and high saturation color and appropriate graphic ratio could get consumer’s attention in the process of use. In addition, three levels of evaluation system based on emotional interaction were established, and the weights of the first-level indicators(instinct layer, behavior layer, reflection layer) calculated to be 0.25∶0.35∶0.4 and the weight distribution of the second and third-level indicators were obtained. The evaluation system reflects the whole cycle of user’s emotional interaction, which provides an evaluation method for the comparison of package design schemes. Moreover, its feasibility is verified and analyzed through cases.