基于消费心理的趣味性食品包装设计研究
摘 要：食品包装的趣味性设计是一种以认知和感知为基础的愉悦的审美设计，以满足人们内在的精神需求及情感交流。本研究通过对趣味性包装设计的概念及消费者消费心理的分析，从仿生学、同构性和包装造型结构三个方面总结了趣味性设计在食品包装中的具体表现，强调食品包装的趣味性设计原则，为发展现代食品包装提供新的个性化发展契机。
关键词：消费心理；趣味性；食品包装设计
中图分类号：J524 文献标识码：A
文章编码：1672-7053(2018)06-0083-02
Abstract：The interesting design of food packaging is a pleasant aesthetic design based on cognition and perception to satisfy people's inner spiritual needs and emotional communication. Based on the analysis of interesting packaging design concepts and consumer psychology, this study summarized the specific performance of interesting design in food packaging from the aspects of bionics，anthropomorphism and packaging modeling，and emphasized the interest of food packaging. The principle of design provides an active basis for the development of modern food packaging.
Key Words：consumer psychology; interest; food packaging design
