“盲盒经济”模式下盲盒产品包装设计研究

Research on Packaging Design of Blind Box Products under the “Blind Box Economy” Model

关键词:  盲盒  盲盒经济  包装  包装设计  特性

Key words:  blind box  blind box economy  packaging  packaging design  specificity

摘要:

目的 研究“盲盒经济”模式及其消费机制影响下的盲盒产品包装设计。方法 通过了解“盲盒经济”模式的演进及盲盒的发展历程，分析“盲盒经济”模式下盲盒消费者的消费动机、消费心理及消费行为等消费机制，对市场上主流的十款盲盒产品的包装设计进行横向对比和案例解析。结论 针对“盲盒经济”模式的特点及盲盒消费者的消费机制，提出在“盲盒经济”模式下盲盒产品包装应该具备的经济性、匿名性、防偷换性、多层级性、产品罗列性和迭代性等六种包装设计的特性。通过研究“盲盒经济”模式下具有特殊消费机制的盲盒产品的包装设计与其他类型产品包装设计的差异化，总结盲盒产品包装的设计经验，将其继续落实在后续的盲盒产品包装设计和开发中。

Abstract:

This paper aims to study the packaging design of blind box products under the influence of “blind box economy” model and its consumption mechanism. Through understanding the evolution of the “blind box economy” model and the development of the blind box products, and analyzing the consumption mechanism of the blind box consumers under the “blind box economy” model, this paper makes a horizontal comparison and case analysis on the packaging design of the ten mainstream blind box products in the market. In view of the characteristics of the “blind box economy” model and the consumption mechanism of the blind box consumers, the paper puts forward six kinds of packaging design characteristics, such as economy, anonymity, anti-theft, multi-level, product listing and iteration, which should be possessed in the “blind box economy” model. By studying the differences between the packaging design of the blind box products with special consumption mechanism and other types of products under the "blind box economy" mode, this paper summarizes the design experience of blind box product packaging and continues to implement it in the subsequent blind box product packaging design and development.