Research Of IKEA Products Packaging Design Based On Experience Communication Mode

Experience communication mode is characterized by consumer-centered principle and positive brand selection based on personal experiences. Experience communication mode has becoming more and more popular with the development of the experience economy these years. Compared with classical communication mode, experience communication is novelty and more persuasive, and it is a bridge in the communication between consumers and brand. However, only very few research on this field can be found till now. Thus, this paper analyzes IKEA products packaging design systemically from the angle of experience communication, and on that basis, analyzes the characters of experience communication, aiming to enrich existing packaging design theory, and provide new ideas of packaging design. It could also be a reference for similar products packaging design of China.The concept of experience communication mode is defined. Development history of IKEA is reviewed. Categories, functions and characters of IKEA products packaging is analyzed based on collected data and field survey. Some characters, such as the construction factors, interaction types, communication modes in different stages, different kinds of experiences and also the values of experience communication mode are analyzed and generalized. Strategy of IKEA products packaging design in experience communication mode is analyzed. Then, current situation and problems of like products packaging in China are analyzed. Experience communication mode has good use of reference for Chinese similar products packaging design, and the suitable strategies are figured out.Besides, inspired by experience communication mode, two packaging design were made. One is reading lamp package which could be recycled as a lampshade, and the other one is scarves package which could conduct animal signs.