The Study Of Green Packaging Regenerative Design Based On Cognitive Theory

The packaging has its lifecycle. The green packaging regenerativedesign is a design method that focus on the packaging lifecycle links, sothat the packaging can be recycled and reused. The basis of the dissertationis cognitive theories and design theories. The research methods areexperiments and surveys, and the purpose is to combine the cognitivetheories with the design theories, and make the perception, emotion andother elements integrate into the physical function of packaging, thus thedesign methodology will be more comprehensive.This dissertation is divided into four parts. The first part expounds thenecessity of green packaging regenerative design. As the deteriorating ofthe natural environment, and the lack awareness of the importance of greenpackaging, the analysis will focus on the perspective of the consumers.The second part explores the relationship between cognitive theories andthe green packaging regenerative design, that is, how to improve theunderstanding and recognition of the green packaging based on cognitivetheories, and how to optimize packaging regenerative design method aswell. It should be known that the way of people thinking, motivation,emotion would affect the ability to understand, and the green packagingneed to expand its market share and deepen the degree of consumer’srecognition through getting the attention of society. To achieve this goal,it’s necessary to carry out the market-oriented design method. The thirdpart of this dissertation is made up with experiments and surveys. Thereare four experiments and two surveys that integrated with cognitivetheories and design method. For example, the Self-reference Effect Experiments and the Forgetting Curve Experiments which are based onthe Memory-Cognitive Control Theory; The Figure Superiority EffectExperiment which refers to Gestalt Theory and the Figure SuperiorityEffect; Attribution Theory, Schema and Impression Management Theoryare the basis for the Overly Ample Reason Affect Survey and theStereotypes Survey; And the Cognitive Dissonance Theory is the basisfor Cognitive Dissonance Experiment. The fourth part of this dissertationis design practice, which composites the experimental conclusions of thethird part. There are two kinds of packaging regenerative design. Theemotional design can evoke people’s emotions with the appearance andfunctionality of the packaging, thus making it easier to let people selectand use the green packaging. The lifecycle design can ensure therenewable characteristic of packaging through the materials choice andstructure optimization, thus completing and renewing the life cycle. Topractice, the author designed the packaging named “Reconstruct”. It’s arenewable design which use recycled materials and odor materials, so itnot only prolong the life of the packaging, but also can evoke memoriesand emotions of people through the smell, thus to attract consumers to buyand use them.People is a leading factor of the packaging design, and whichshould be controlled at the same time. Whether it is a preference, or just asense of responsibility of environmental protection, only if the peopleaccept green packaging from the bottom of heart, the design will becompleted, and the packaging will take a continuous regeneration.