Cognitive-Value-Centered Package Design

Design is human-centered. In the research field of design theories, a tendency that takes the research of the consumer's common sense as a point to direct the designers when they process correct design position is being formed. The consumers take themselves in kinds of cognitive contexts of the consumable when they start to incept the information codes about the consumable, and in this process, the consumer's cognitive structure towards the consumable is being formed.The consumer's cognitive context towards the consumable include: package, advertisement, corporation–identity and so on. In this thesis, many like the research towards the process that how the consumer cognize the consumable, the process that how cognitive structure being formed, the information's combination mode in consumer's cognitive contexts etc are taken by using the theories of cognitive psychology. By taking the researches, the rules of how the consumer's cognitive structure is being formed are found. Following the rules ,and using the theories about Enterprise Value Engineering,the researches of how to make the biggest value of the consumer's cognize by using the limited company cost is made in this thesis.To be a package designer, it is not only to understand the rules of how the consumer's cognitive structure is formed, it is also needed that to adjust the design orientation by using PAAS theories and the feedbacks giving by consumers who using the package design. In this thesis, a research is taken, it is about how to design a consumer questionnaire when the cruising data of how much cognitive information the consumer have incepted is needed.At the end of the thesis, the author takes a redesign to a package of a case of moon-cake by following the theories concluded from this thesis.