基于可供性理论的包装设计路径探析

Packaging Design Path Based on Affordance Theory

中文关键词: 包装设计  可供性理论  设计路径  用户体验

英文关键词: packaging design  affordance theory  design path  user experience

中文摘要:

      目的 分析可供性理论在包装设计中的体现，总结可供性应用于包装设计中的路径，进而为包装的创新设计提供有效的参考手段。方法 阐述可供性理论的起源及其在设计领域的发展，并将其引申至包装设计中，分析将可供性引入包装设计中的可行性，然后通过案例分析法对优秀的包装设计案例分别从用户、包装、环境三个方面出发，探析包装设计中所体现出的可供性，以及其对用户产生的影响。在此基础上通过归纳法总结出基于可供性理论的包装设计路径。结论 通过分析可供性理论在包装设计中的应用，总结提炼出了形态的关联性设计、功能的情境化设计、交互的人性化设计三条设计路径，以期为今后的包装设计提供一种新的设计思路，并为设计师提供参考。同时，将可供性理论应用于包装设计中，也为增强企业商品竞争力、提升商品销量、优化用户体验等提供了可能性。

英文摘要:

      The work aims to analyze the embodiment of the affordance theory in packaging design, summarize the path of the application of affordance in packaging design, and then provide effective reference means for innovative packaging design. By elaborating on the origin of the affordance theory and its development in design, and extending it to packaging design, the feasibility of introducing affordance into packaging design was analyzed. Then, through case analysis, excellent packaging design cases were analyzed from user, packaging, and environment to explore the affordance reflected in packaging design and its impact on users. On this basis, the packaging design path was summarizes based on the affordance through induction. By analyzing the application of the affordance theory in packaging design, three design paths were summarized and refined, namely, correlation design of morphology, contextualized design of functions, and humanized design of interaction, with a view to providing a new design idea for future packaging design for designers to refer to. At the same time, the application of the affordance theory in packaging design also provides the possibility to enhance the competitiveness of enterprises' commodities, improve commodity sales, and optimize user experience.