儿童药品包装设计要素与消费者接受心理研究

发布时间：2018-04-10 21:49

本文选题：儿童药品 + 药品包装　；参考：《青岛大学》2017年硕士论文

【摘要】：儿童药品相对于市面上一般药品,在用药安全性、可靠性、关怀性上更应该考虑到儿童消费者的心理接受能力。按照国家相应药品管理办法的要求,药品包装设计直接关系到药品与包材的相容性能,更直接关系到药品的稳定性能,从这一层面来看药品包装设计,已然成为药品包装中不可分割的一部分。儿童药品首要考虑的就是用药的安全性、可靠性,作为儿童药品的包装设计,除了要体现药品性能外,考虑到企业的外在形象,还需要进一步提高设计品位,从而更多的获得消费者的消费认可能力。消费行为就是一种心理认可的行为。什么样的儿童药品包装才能赢得儿童、儿童父母这一特定消费群体的认可,这是设计工作者需要在设计之初就应该预设在设计过程中的考虑。亮丽的色彩、可视的色彩区分、直观可爱的卡通形象、适合少儿群体的安全规范等,都将成为吸引消费者的重要外在要求。在考虑儿童药品的外包装设计时,设计者应该具有换位思考能力,把自己预设成消费者,这样才能在药品包装的设计上实现消费者心理接受能力的置换,只有这样才能设计出更符合消费者审美需求的外包装。本文以儿童药品包装设计方面的消费者接受心理研究作为课题写作的切入点,从设计心理学角度和接受心理学两方面出发,重点分析消费者在选药、用药安全方面的心理诉求;同时,根据儿童药品的特殊性要求,文章从药品包装的色彩、造型以及生产企业的形象标识方面分章论述,按照儿童药品诉求的可靠性、保护性、便利性、关怀性四个方面论述了儿童药品的包装设计,根据药品包装设计的论述,引进接受心理学方面的内容,重点论述在儿童药品设计上面跨学科的融合可能。同时,论证儿童外包装设计的品位提升对生产企业的生产效益可能产生的潜在隐性影响。
[Abstract]:Compared with the general drugs in the market, children's drugs should be considered in terms of safety, reliability and solicitude.According to the requirements of the corresponding national drug administration measures, drug packaging design is directly related to the compatibility between drugs and packaging materials, and more directly to the stability of drugs. From this perspective, drug packaging design,It has become an integral part of drug packaging.The primary consideration for children's medicines is the safety and reliability of drugs. As the packaging design of children's medicines, besides reflecting the performance of the drugs, considering the external image of the enterprises, it is also necessary to further improve the design grade.As a result, more consumers to obtain consumer recognition capacity.The consumption behavior is a kind of psychological approbation behavior.What kind of children's medicine packaging can win the recognition of children's parents, this is the designer should presuppose the consideration in the design process at the beginning of the design.Bright colors, visual color distinctions, intuitive and lovely cartoon images, safety standards suitable for children and so on, will become an important external requirement to attract consumers.When considering the outer packaging design of children's medicine, the designer should have the ability of thinking in a transposition and presupposing himself as a consumer, so as to realize the replacement of consumers' psychological acceptance ability in the design of drug packaging.Only in this way can we design an outer package that meets the aesthetic needs of consumers.Based on the research of consumer acceptance psychology in children's drug packaging design, this paper analyzes the psychological demands of consumers in drug selection and drug safety from the point of view of design psychology and acceptance psychology.At the same time, according to the special requirements of children's drugs, the article discusses the color, shape and image identification of pharmaceutical packaging, according to the reliability, protection and convenience of children's drug demand.This paper discusses the packaging design of children's drugs from four aspects of solicitude. According to the discussion of drug packaging design, the contents of acceptance psychology are introduced, and the possibility of interdisciplinary integration on children's drug design is emphasized.At the same time, the latent influence of the grade improvement of children's outer packaging design on the production efficiency of production enterprises is discussed.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TB482

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