社会认知理论下环保视觉商业包装设计的实现路径

Implementation Path of Environmentally Visuals Commercial Packaging Design from the Perspective of Social Cognitive Theory

中文关键词: 社会认知理论  环保视觉  包装设计  可持续设计  设计方法论

英文关键词: social cognitive theory  environmental visual design  packaging design  sustainable design  design methodology

中文摘要:

      目的 基于社会认知理论中的诸多机制，探究环保视觉在商业包装设计中的实现路径，为其在商业中的应用提供设计范式。方法 首先，通过文献研究、市场调研和理论验证等方法，对社会认知理论和商业包装设计进行分析。其次，运用“三元交互模型”、社会规范、社会责任感与行动激励、社会参与和社会认同的理论原理指导设计实践，明晰应用思路。最后，结合具体设计实践，厘清社会认知理论与环保视觉商业包装设计之间的应用融合方式。结果 经过研究提炼与应用验证，从社会学和设计学的角度，初步构建了理论与实践相结合的方法论模型，并完成了环保视觉包装设计实践。结论 社会认知理论与环保视觉商业包装设计有共融性特点，二者的交互丰富了商业包装设计的附加价值。在商业包装设计中，环保视觉元素可以被视为一种社会信号，通过塑造消费者的认知和态度来引导其行为选择。以社会认知理论为驱动，将环保视觉与商业包装设计进行融合与拓展，不仅能为商业包装设计创新路径提供新思路，还可以帮助商业品牌树立良好的社会形象，使得商业包装与社会认知共生共促，从而获得更多的环保视觉类商业包装设计的社会认同。

英文摘要:

      The work aims to explore the implementation pathway of environmental visual elements in commercial packaging design based on various mechanisms in the social cognitive theory and provide a design paradigm for their application in business packaging. Firstly, methods such as literature research, market surveys, and theoretical validation were employed to analyze the social cognitive theory and commercial packaging design. Secondly, theoretical principles including the ernary interaction model , social norms, social responsibility, action incentives, social participation, and social identity were applied to guide design practice, clarifying the application approach. Finally, through specific design practices, the integration approach between social cognitive theory and environmental visual commercial packaging design was delineated. Through refined research and applied validation, a methodology model that combined theory and practice was established from the perspectives of sociology and design studies. Environmental visual packaging design practice was also accomplished. The social cognitive theory and environmental visual commercial packaging design share integrative characteristics, enriching the added value of commercial packaging design. In commercial packaging design, environmental visual elements could be regarded as social cues, shaping the cognition of consumers and attitudes to guide their behavioral choices. By employing the social cognitive theory as a driving force, merging and expanding environmental visual elements with commercial packaging design not only offer new avenues for innovative commercial packaging design but also aid in establishing a positive social image for commercial brands. This symbiotic relationship between commercial packaging and social cognition encourages greater societal recognition of environmental visual commercial packaging design.