Study On Take-out Packaging Design Of Chinese Food And Beverage Based On Audience Acceptance Psychology

The rise of the Internet and the popularity of smart phones are having a direct impact on the business model of the traditional catering industry,promoting the reform and innovation of the catering industry.The rise of online ordering platform has accelerated the reform of marketing mode in catering industry.More and more businesses are stationed in takeaway platform.It is a general trend for catering enterprises to move from offline to online.Consumers are also benefiting from the innovation of the catering industry.Online transactions allow consumers to see the information of nearby restaurants without leaving home.Fast payment methods greatly save time and make people’s dietary consumption decisions three-dimensional and accurate.The catering takeout based on the O2 O model is becoming more and more popular,and there is a close relationship between takeout packaging design and consumer satisfaction.Research shows that nearly 30% of the market competitiveness of products comes from packaging.Therefore,we should take the audience as the center of packaging design,according to the research and analysis of the audience,statistical data,to find the law;that is to say,the structure,material,color,style of product packaging in the market need to adapt to the thinking mode of the audience,regional culture and many other characteristics,so as to meet the audience’s aesthetic taste and value orientation.In this paper,the Chinese catering takeaway packaging as the research object,analysis and study the psychological characteristics of consumers in the process of takeaway packaging acceptance,summarize the rules and guide the final practice.The main contents of this paper are as follows:(1)By discussing the connotation of audience acceptance psychology,the characteristics,current situation and development trend of takeaway catering packaging design,the influence of audience psychology on Chinese takeaway catering packaging design was studied.(2)Analyzing the basic principles of Chinese takeaway food packaging,researching the design concept of Chinese takeaway food packaging considering audience acceptance psychology;researching the methods of strengthening brand identification with graphics,conveying specific psychological hints with color and accurately conveying packaging information with words.(3)Based on the practice of packaging design of "Mr.Rice" takeaway catering,this paper investigates the current situation of "Mr.Rice" takeaway packaging;analyzes the brand positioning of "Mr.Rice" and the status of similar food packaging;and finally,based on the acceptance psychology of the audience,studies the design concept of "Mr.Rice" takeaway catering packaging,and presents the design of the case.