云南白药胶囊药品的交互包装设计

Interactive Packaging Design of Yunnan Baiyao Capsules

中文关键词: 云南白药胶囊  交互包装设计  眼动实验  行为实验

英文关键词: Yunnan Baiyao capsules  interactive packaging design  eye movement experiments  behavioral experiments

中文摘要:

      目的 为了提升云南白药胶囊产品有效信息的传达和使用安全性，为我国传统药品包装设计研究提供新的思路和方法。方法 采用问卷调查、眼动实验和行为实验，分析评价云南白药胶囊现有的包装设计，并对其进行针对性的改进。结果 眼动热点图表明，外包装的正反面信息不能得到有效传达；问卷调查分析表明，外包装的药品规格、用量、禁忌等信息关注频率与重视程度严重不对等；行为实验说明保险子不方便拿取。结论 得出了消费者购买可能性与眼动指标注视次数的回归方程式：Y=3.057+0.018X1，并将其应用于对云南白药胶囊的改进设计中，采用白色和绿色为主体色，对背面信息进行色彩的有效分区呈现，实现了信息的有效传达；内包装采用与外包装卡扣在一起的结构，防止儿童误食。

英文摘要:

      The work aims to improve the transmission of effective information and use safety of Yunnan Baiyao capsule products, so as to provide new ideas and methods for the research on traditional drug packaging design in China. Questionnaires, eye movement experiments and behavioral experiments were applied to analyze and evaluate the existing packaging design of Yunnan Baiyao capsule, and the targeted improvement was carried out. Eye movement hotspots charts showed that the front and reverse information of the outer packaging could not be effectively conveyed. Questionnaire analysis showed that, the attention frequency of the information such as drug specifications, dosage and taboos of the outer packaging was seriously unequal to the importance of information. Behavioral experiments indicated that the insurance was not easy to obtain. The regression equation between consumer purchase possibility and fixation numbers of eye movement index was obtained: Y=3.057+0.018X1, which is applied to improve the design of Yunnan Baiyao capsules. White and green are used as the main colors, and the effective color partition of the reverse information is presented to realize the effective transmission of information. The snap-on structure of the inner packaging to the outer packaging is used to prevent accidental ingestion by children.