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1、 Consumer Psychological Impact on Food Packaging Design A Dissertation Submitted to the Graduate School of Henan University in Partial Fulfillment of the Requirements for the Degree of Master of Arts By Zhang Wan Supervisor: Prof. Cai Yushuo May, 2013 关于学位论文独创声明和学术诚信承诺 本人向河南大学提出硕士学位申请。本人郑重声明：所呈交的学位论
2、文是本人在导 师的指导下独立完成的， 对所研究的课题有新的见解。 据我所知， 除文中特别加以说明、 标注和致谢的地方外，论文中不包括其他人已经发表或撰写过的研究成果，也不包括其 他人为获得任何教育、科研机构的学位或证书而使用过的材料。与我一同工作的同事对 本研究所做的任何贡献均已在论文中作了明确的说明并表示了谢意。 在此本人郑重承诺：所呈交的学位论文不存在舞弊作伪行为，文责自负。 学位申请人（学位论文作者）签名： 201 年 月 日 关于学位论文著作权使用授权书 本人经河南大学审核批准授予硕士学位。作为学位论文的作者，本人完全了解并同 意河南大学有关保留、使用学位论文的要求，即河南大学有权向国
3、家图书馆、科研信息 机构、数据收集机构和本校图书馆等提供学位论文（纸质文本和电子文本）以供公众检 索、查阅。本人授权河南大学出于宣扬、展览学校学术发展和进行学术交流等目的，可 以采取影印、 缩印、 扫描和拷贝等复制手段保存、 汇编学位论文 （纸质文本和电子文本） 。 （涉及保密内容的学位论文在解密后适用本授权书） 学位获得者（学位论文作者）签名： 201 年 月 日 学位论文指导教师签名： 201 年 月 日 I 摘 要 包装作为保护商品、吸引消费者最直观、最经济、最有效的手段，不仅能够美化产品，强化视觉效果，还可以为产品创造出新的销售市场。在市场经济不断发展、人们日益关注生命健康、食品安全的
4、今天，设计师更应该注重食品包装在消费者日常生活中产生的重要影响。这就需要设计师通过洞察消费者一系列的消费行为，抓住消费者心理活动过程，从多个方面综合考虑问题，进而设计出更加实用、安全、美观、环保的食品包装设计作品。企业所进行的一切生产经营活动，也都要围绕市场和消费者展开。消费者主导着市场动态，市场满足着消费者的生活需求。在琳琅满目的商品当中购物已逐渐成为一种带有文化色彩和生活情调的精神享受。不仅消费者的消费水平、消费能力有了相应的提高，而且文化水平、价值观念有了新的变化。消费者在每一次的购物过程中，都会从中积累经验，对产品的价值、质量、满意程度产生判断。消费需求也从物质和精神两方面派生出多样性
5、和多变性的改变。包装设计便从中就起到了链接与沟通的作用，作为商品的“隐形推销员”，当今时代的产品包装设计虽然有所改变，但是大多数只注重了对视觉的冲击，单纯追求醒目、突出，在功能性与实用性上并没有完全从消费者角度考虑问题。食品包装设计在完成推销商品、保护商品使命的同时，还要充分把握消费者心理，搜索消费者体验信息，并使之充分展现在新的设计当中。只有如此，才能设计出既能体现包装基本功能，又能满足消费者深层心理需求的包装产品来。 消费者的购买动机不同，因此在购买行为中产生的一系列不同的心理活动。食品的品牌、色彩、文字、图形等，对不同的消费人群会产生不同的心理反应，产生不同的视觉刺激。消费者消费行为中饱
6、含着个人情绪和价值观的“非理性”成分。当前，国民素质及消费意识整体提高，便利化、安全化、人性化消费要求，使食品包装设计的方法、思路必须及时更新。成功经验的范本作用是必不可少的，现实中许多成功的食品包装设计作品，体现出设计师将消费者行为和包装设计理论相结合的科学设计观，体现出设计师综合设计能力的重要性。设计师应掌握广博知识，还应该努力寻求食品包装在艺术性、可靠性、安全性、易用性、成本和功能之间的平衡与和谐。 关键词关键词：食品包装，包装设计， 消费心理 III Abstract Packaging, as the most intuitive, economical, and effective
7、 means of protecting goods,and attracting consumers, is not only beautify the goods and strengthen the visual effect but also widen new sales market for products. With the continuous development of the market economy, life health and food safety are becoming peoples increasing concerns. Today, desig
8、ners should pay much attention to the important impact of food packaging on consumers in daily lives. Consuming behaviors and psychological process of consumers are two major requirements for designers. Considering from comprehensive aspects, designers can devise the practical, safe, elegant, and ec
9、o-friendly works for food packaging. As for the enterprises, all their producing and opertaing activities also should be market-centered and consumer-centered. Consumers are leading market trends; market is meeting living needs of consumers. Shoping in vast arrays of goods has gradually become a spi
10、ritual enjoyment with rich cultural flavor and life sentiments. Not only the consumption level and consuming ability of customers, but literacy level and values of them have improved. Each time customers go shopping, they can gain experience in determining the value, quality, and satisfaction of pro
11、ducts. Changes of diversity and variability of goods are also derived from the material and spiritual aspects of consumer demand. Therefore, packaging design, as an “invisible salesman” of goods, has played a role of linking and communicating in the comsuption process. Though changes have taken plac
12、e in modern packaging design, most of them just focus on the visual impact towards customers, pursuing the effect of eye-catching only; those designs not fully take consumers needs into consideration. In accomplishing the missions of promoting and protecting products, packaging design of food, at th
13、e same time, should fully grasp consumers psychology and collect consumers experience, then demonstrate them in new designs. Only in this way can packaging products that reflect the basic functions of the packaging and meet the needs of consumers be designed. Different purchase motivations of custom
14、ers produce different psychological activities. Factors like brands, colors, texts, and patterns of food will cause different psychological reactions and visual stimulations to target customers. “Irrational component” that consists of personal emotions and values is included in consumers behaviors.
15、Currently, the populaces cultivation and consumer confideness have IV been integrally improved. Facilitation, securitization, and humanization of consumption demand require a timely update of methods and concepts of food packaging design. Successful experience is essential. Many successful design wo
16、rks of food reflect the scientific view and integrated design capability of the designer. So designers should not only possess a broad knowledge of food packaging design, but seek the balance and harmony relationship among the artistic quality, reliability, security, usability, cost, and functionality of food packaging. KEY WORDS: food packaging; packaging design; consumption psychology V 目 录 摘摘 要要 .
