警示性语义表达在国产香烟包装设计中的正向研究

目的 国内香烟包装表达含蓄,对抑制与劝阻性语义表达的设计探索几近空白,针对中国当下新生代消费者,分析其对包装的认知偏好,基于用户情感设计探寻具有中国式警示语义的香烟包装设计方法及策略。方法 对比当前国内外香烟包装设计的现状,分析语义差异性表达对产品销售中用户行为的影响;聚焦国内新生代消费者的吸烟行为、价值观与消费观,借助眼动追踪等信息技术获取其对香烟包装的视觉偏好数据,结合深度访谈构建新生代消费者认知模型。结果 从抑制与劝阻消费行为的角度出发,构建国内香烟包装警示设计策略,形成一套中国文化背景下的香烟包装警示性语义表达设计规范,并利用数字化技术对设计方案的可行性进行多维评价。结论 基于中国新生代消费者吸烟行为与认知偏好的分析研究,通过信息技术赋能,进行警示性语义表达在国产香烟包装设计中的正向研究,提出中国文化背景下香烟包装警示性语义表达设计规范。致力于抑制新生代烟民数量增加的问题,用设计来发声,希望能为该领域的研究提供更多的启示。

A Positive Study of Cautionary Semantic Expressions in Design of Domestic Cigarette Packaging

In terms of the situation that the expression of Chinese cigarette packaging is implicit, and there is almost no research on design of inhibiting and discouraging semantic expression, the work aims to focus on the new generation of Chinese consumers, analyze their cognitive preferences for packaging and explore the design methods and strategies of cigarette packaging with Chinese warning semantics based on user emotion design. By comparing the current situation of cigarette packaging design at home and abroad, the impact of semantic differences on user behaviors in product sales was analyzed; the focus was put on the smoking behaviors, values and consumption views of the new generation of Chinese consumers, information technologies such as eye tracking was used to obtain data on their visual preferences for cigarette packaging, and a cognitive model of the new generation of consumers was built in combination with in-depth interviews. From the perspective of inhibiting and discouraging consumption behaviors, domestic cigarette packaging warning design strategies were developed, forming a set of cigarette packaging warning semantic expression design norms under the Chinese cultural background. The feasibility of the design solutions was also evaluated with digital technologies from different perspectives. Based on the analysis and research of the smoking behaviors and cognitive preferences of the new generation of Chinese consumers, the positive study on the design of warning semantic expressions of domestic cigarette packaging is conducted through the empowerment of information technology, and a design specification for warning semantic expressions in cigarette packaging in the context of Chinese culture is proposed. The work is dedicated to curbing the increase of new generation smokers and making a statement through design, hoping to provide more insight into the research in this field.