包装打开过程中知觉流畅性对用户情感体验影响研究

Influence of Perceptional Fluency on the Difference in the Emotion Experience of Users during Unpacking

中文关键词: 知觉流畅性  包装设计  情感体验  PAD量表  PAD情感模型

英文关键词: perceptual fluency  packaging design  emotional experiences  PAD scale  PAD emotion model

中文摘要:

      目的 构建适用于知觉流畅性范畴的PAD量表;探索用户在打开天地盖式包装盒的过程中，知觉流畅性对不同性别、不同年龄段的用户造成的情感体验差异，通过设计增加包装盒与用户之间的良性互动。方法 研究知觉流畅性理论与PAD情感模型的发展现状，通过问卷调查及专家访谈筛选感性词对，以天地盖式包装盒为实验样品，优化PAD量表。研究包装打开过程中知觉流畅性对不同用户产生的情感体验差异，并根据研究结果指导设计实践。结论 包装打开过程中，知觉流畅性对不同性别、不同年龄段用户的情感体验影响存在显著差异。情感的愉悦度方面，相较于其他人群，女性及30岁以下的用户更容易通过知觉流畅性获得相对积极的情感体验;情感的优势度方面，女性与男性用户亦存在显著差异，女性用户更容易激发内心萌动并在操作过程中产生期盼的心理感受。

英文摘要:

      This paper aims to construct a PAD scale for perceptional fluency, explore the difference in the emotional experience of users of different genders and different age groups caused by perceptional fluency in the process of opening up-bottom packaging boxes, and learn about how to increase the positive interaction between packaging boxes and users through design. First, the development status of the perceptional fluency theory and PAD emotion model was studied. Second, perceptional word pairs were screened through a questionnaire survey and expert interview. Up-bottom packaging boxes were used as experimental samples to optimize the PAD scale and study the difference in the emotional experience of users caused by perceptional fluency in the process of packaging opening. Finally, it is verified by the design scheme. Significant differences were shown in the influence of perceptional fluency on the emotional experience of users of different genders and ages in the process of packaging opening. In terms of emotional pleasure, women and users aged under 30 were more likely to obtain relatively positive emotional experience through perceptional fluency compared with other groups. In terms of emotional dominance, male and female users showed significant differences in emotional experience. Female users were more likely to arouse their inner feelings and get expected emotional experience in the process of operation.