基于认知理论基础上的绿色包装设计研究
发布时间：2019-01-07 11:51
【摘要】： 本文根据认知心理学的相关知识,对消费者的消费心理和商品的包装设计进行了分析。区别于以往只重视包装视觉效果,而忽略公众主观感受,把视觉感知和现实生活体验割裂开来的做法。在认知过程中,消费者解码设计语言,设计师编码设计商品信息。课题指出根据消费者对商品包装设计的认知过程来设计商品包装。同时,为了促进绿色包装设计的发展,从两方面采取措施;对消费者来说,优化绿色消费意识;改善认知机能;提高绿色消费理念,利用设计来引导绿色消费的观点。对设计者来讲,绿色设计方案作为设计指导,同时也不能忽视绿色包装设计对绿色消费和环保意识的引导作用。 在认知基础上的绿色包装设计努力追求尝试新的形式语言,造型简洁化、材质生态化、色彩宜人化与文字合理化。绿色包装设计体现和宣传绿色消费和环保观念,它所呈现出来的与众不同的风格也必然影响到消费者的审美标准,从而达到绿色设计和绿色消费理念的统一。从某种意义上来讲,通过商品包装本身来传达绿色消费意识无异于环保公益广告,它必将使环保观念深入人心。这种观念和意识的改变使包装的人性化关怀发展达到了极致。
[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.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：TB482
本文编号：2403630
[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.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：TB482
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