基于网购用户交互体验的包装设计研究

发布时间：2018-12-16 05:58

【摘要】：翻开历史长卷,人们已经迈入网络经济时代。在以信息技术为导向的今天,网购用户不再仅仅满足于单一的功能层面和呆板的造型层面的网购商品包装,网购用户开始追求更高层次的与网购商品包装外在形式和精神上的交互体验。随着网购用户规模的急剧飙升和对网购商品包装要求的不断攀升,传统的包装设计理念已经难以满足新时代网购用户多元化的需求,因此,我们亟待需要一套全新适用且跟得上时代步伐的设计理念来指导包装设计。针对传统的包装设计理念与网购用户更高层次的多元化需求之间所显露出来的矛盾,本文通过运用消费心理学、社会学、设计艺术学、经济学、美学等多学科交叉的综合系统分析法、文献研究法以及比较分析法等研究方法,以基于网购用户交互体验的包装设计为主题,在全面研究分析网购用户群体的基础上,剖析了网购商品包装的发展现状,以此引出网购用户交互体验的设计理念。围绕网购用户交互体验的设计理念对包装设计进行了深度探索,提出了从消费理念出发的四个设计原则以及从文化理念出发的四个设计方法,用全面且独具匠心的设计原则和设计方法对包装设计进行指导,结合国内外优秀案例证明基于网购用户交互体验的包装设计的现实性和可行性。同时,借助智能移动设备的助推力从另一方面展现其独特价值。最后,通过“剖”、“解”、“新”三个设计要点完成以“农夫山泉”品牌包装设计为例的基于网购用户交互体验的包装设计实践研究。通过以上研究,不仅扩大和更新了包装设计的研究范围,及时调整出新的模式来满足网购用户更高层次的多元化需求,拉近网购用户与网购商品之间的距离,而且可以更深的挖掘网购用户交互体验的包装设计的学术价值,推动网购商品包装设计更好的发展。
[Abstract]:Turning over a long history, people have entered the era of network economy. In the information technology-oriented today, online shopping users are no longer only satisfied with a single functional level and rigid modeling level of online shopping packaging, Online shopping users began to pursue a higher level of external and spiritual interactive experience with online shopping packaging. With the rapid increase in the scale of online shopping users and the rising requirements for online shopping packaging, the traditional packaging design concept has been difficult to meet the diversified needs of the new era of online shopping users, so, We urgently need a new set of applicable and up-to-date design concepts to guide packaging design. In view of the contradiction between the traditional packaging design concept and the higher level of diversified demand of online shopping users, this paper applies consumer psychology, sociology, design art, economics, etc. The research methods of comprehensive system analysis, literature research and comparative analysis, such as aesthetics and so on, take packaging design based on interactive experience of online shopping as the theme, on the basis of comprehensive research and analysis of online shopping user groups. This paper analyzes the current situation of online shopping packaging, which leads to the design concept of interactive experience of online shopping users. Based on the design concept of interactive experience of online shopping users, the paper makes a deep exploration of packaging design, and puts forward four design principles based on the concept of consumption and four design methods based on the concept of culture. With the comprehensive and original design principles and design methods to guide the packaging design, combined with excellent cases at home and abroad to prove the reality and feasibility of packaging design based on the interactive experience of online shopping users. At the same time, with the help of intelligent mobile device booster from the other side to show its unique value. Finally, through the three design essentials of "profile", "solution" and "new", the practical research of packaging design based on the interactive experience of online shopping users is completed taking the brand packaging design of "Farmer Spring" as an example. Through the above research, not only has the research scope of packaging design been expanded and updated, but also the new model has been adjusted in time to meet the higher diversified needs of online shopping users, and the distance between online shopping users and online shopping products has been narrowed. Moreover, it can further excavate the academic value of packaging design of interactive experience of online shopping users, and promote the better development of online shopping packaging design.
【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：TB482

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