發(fā)布時(shí)間：2019-01-07 11:51

【摘要】： 本文根據(jù)認(rèn)知心理學(xué)的相關(guān)知識(shí),對(duì)消費(fèi)者的消費(fèi)心理和商品的包裝設(shè)計(jì)進(jìn)行了分析。區(qū)別于以往只重視包裝視覺效果,而忽略公眾主觀感受,把視覺感知和現(xiàn)實(shí)生活體驗(yàn)割裂開來的做法。在認(rèn)知過程中,消費(fèi)者解碼設(shè)計(jì)語(yǔ)言,設(shè)計(jì)師編碼設(shè)計(jì)商品信息。課題指出根據(jù)消費(fèi)者對(duì)商品包裝設(shè)計(jì)的認(rèn)知過程來設(shè)計(jì)商品包裝。同時(shí),為了促進(jìn)綠色包裝設(shè)計(jì)的發(fā)展,從兩方面采取措施;對(duì)消費(fèi)者來說,優(yōu)化綠色消費(fèi)意識(shí);改善認(rèn)知機(jī)能;提高綠色消費(fèi)理念,利用設(shè)計(jì)來引導(dǎo)綠色消費(fèi)的觀點(diǎn)。對(duì)設(shè)計(jì)者來講,綠色設(shè)計(jì)方案作為設(shè)計(jì)指導(dǎo),同時(shí)也不能忽視綠色包裝設(shè)計(jì)對(duì)綠色消費(fèi)和環(huán)保意識(shí)的引導(dǎo)作用。 在認(rèn)知基礎(chǔ)上的綠色包裝設(shè)計(jì)努力追求嘗試新的形式語(yǔ)言,造型簡(jiǎn)潔化、材質(zhì)生態(tài)化、色彩宜人化與文字合理化。綠色包裝設(shè)計(jì)體現(xiàn)和宣傳綠色消費(fèi)和環(huán)保觀念,它所呈現(xiàn)出來的與眾不同的風(fēng)格也必然影響到消費(fèi)者的審美標(biāo)準(zhǔn),從而達(dá)到綠色設(shè)計(jì)和綠色消費(fèi)理念的統(tǒng)一。從某種意義上來講,通過商品包裝本身來傳達(dá)綠色消費(fèi)意識(shí)無異于環(huán)保公益廣告,它必將使環(huán)保觀念深入人心。這種觀念和意識(shí)的改變使包裝的人性化關(guān)懷發(fā)展達(dá)到了極致。
[Abstract]:Based on the knowledge of cognitive psychology, this paper analyzes consumer psychology and packaging design. Different from the previous practice of only paying attention to the visual effects of packaging and ignoring the subjective feelings of the public, the visual perception is separated from the real life experience. In the cognitive process, the consumer decodes the design language, the designer encodes the design commodity information. The subject points out that according to the consumer's cognitive process of commodity packaging design to design commodity packaging. At the same time, in order to promote the development of green packaging design, we should take measures from two aspects; for consumers, optimize green consumption consciousness; improve cognitive function; improve the concept of green consumption; use design to guide green consumption. For designers, green design as a design guide, but also can not ignore the green packaging design to green consumption and environmental awareness guidance. The green packaging design based on cognition tries hard to try the new formal language, the modelling is succinct, the material is ecological, the color is pleasant and the character is reasonable. Green packaging design embodies and propagandizes the concept of green consumption and environmental protection, and its distinctive style will inevitably affect the aesthetic standards of consumers, thus achieving the unity of green design and green consumption concept. In a sense, to convey green consumption awareness through commodity packaging itself is tantamount to environmental protection public service advertising, it will make the concept of environmental protection deeply rooted in the people. The change of concept and consciousness makes the development of humanized care of packaging reach to the extreme.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：TB482

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