食品包装设计与消费心理诉求研究

发布时间：2018-03-16 03:12

本文选题：食品包装　切入点：视觉语言　出处：《哈尔滨理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：伴随着社会与商品经济的发展，各企业之间的商业竞争愈来愈激烈，在这种形势下，设计艺术突出其视觉优势，同经济学领域的市场营销学共同成为企业对消费者消费态度的重视对象，因此，在这个时候出现了消费者价值的概念。以消费者价值为中心的商业设计，成为了企业进行生产销售环节的主要目的之一，只有在这种商业价值转化成消费者价值的时候，设计才会创造新的价值。那么，如何让设计来促进市场销售，让消费者通过包装设计对产品产生购买行为，成为了当今食品包装设计需要解决的主要问题。食品包装设计以广告的形式为企业建立突出视觉的形象，也为企业在生产、流通和消费领域搭建与消费者沟通的市场平台、体现企业营销的核心价值中发挥着极其重要的作用。特别是自助购物形式的超级市场的大量出现，改变着消费者的消费方式，消费者在购买商品时，往往会通过食品包装的外在形象去判定产品的质量，因此包装设计在企业品牌延续和品牌增值的商业战略中具有较强的竞争力，不仅能够体现商品档次，而且能使商品迎合消费者的心理需求，给消费者留下清晰的印象，起到吸引消费者产生购买欲望且再次购买的作用。本文从食品包装设计的视觉语言方面入手，来探讨当今商业设计环境的发展方向，解决设计艺术、设计市场与消费者三者之间的互动关系。有助于推动设计市场向着运转有序，良性循环的方向发展，研究和探讨在设计、市场以及消费者之间的一系列问题。我们在设计的过程中也要把这些可能影响消费者对商品的感知因素考虑进去，才能具有针对性地将设计与心理学相关理论有机结合，，在销售环境中突出食品包装设计的视觉效果，引导消费者的消费行为，从而产生一系列的消费行为。
[Abstract]:With the development of society and commodity economy, the commercial competition among enterprises is becoming more and more intense. In this situation, the design art highlights its visual advantages. Together with marketing in the field of economics, it has become an important object for enterprises to pay attention to consumer consumption attitude, so at this time, the concept of consumer value has emerged. It has become one of the main purposes of production and sales in enterprises. Only when this commercial value is transformed into consumer value can design create new value. The main problem of food packaging design is to make consumers purchase products through packaging design. Food packaging design establishes an outstanding visual image for enterprises in the form of advertisements, and also establishes a market platform for enterprises to communicate with consumers in the fields of production, circulation and consumption. In particular, the appearance of supermarkets in the form of self-help shopping is changing the consumption mode of consumers, and consumers are buying goods. The product quality is often judged by the external image of food packaging, so packaging design has strong competitiveness in the business strategy of brand continuation and brand appreciation, which can not only reflect the grade of goods, Moreover, it can make the goods meet the psychological needs of consumers, leave a clear impression on consumers, and play the role of attracting consumers to buy and buy again. Starting with the visual language of food packaging design, this paper discusses the development direction of today's commercial design environment and solves the design art. The interaction between design market and consumers is helpful to promote the development of design market in the direction of orderly operation and virtuous circle. A series of problems between the market and consumers. In the process of design, we should also take into account these factors that may affect consumers' perception of goods, in order to combine design with relevant theories of psychology in a targeted way. In the marketing environment, the visual effect of food packaging design is highlighted, and the consumer's consumption behavior is guided, resulting in a series of consumer behaviors.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TS206.2;F713.55

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