Study On The Emotional Design Of Commodity Packaging

The purpose and focus of modern packaging design have shifted, and the packaging is more than the container for wrapping goods, but a way of attracting customers and a method for guiding consumption, representing people’s life style and their social and cultural value orientation. The shift of the focus of packaging design requires the designers to consider more of consumers’feelings and to attach more importance to the inherent meaning instead of the physical function of packaging. Packaging is the physical carrier of the consumers’emotional experience. Therefore, how to design packaging which can both meet its fundamental function and stimulate consumers’emotional experience has become the focus of modern packaging design.Emotions are people’s psychological reaction to whether the objective things meet their demand or not. During the commodity circulation, the customers’ emotional experience for commodities usually starts from their sensory cognition of packaging. Emotionalized design of commodity packaging is the design which can help commodities better achieve their functions through the study and analysis conducted by designers on the metal activity of consumers, especially the general rules and principles of how emotions and feels are produced, and by triggering a certain emotion of consumers purposefully and consciously. The process of opening, using and abandoning packaging may generate consumers’ emotional experience of different levels. As the bridge between commodities and consumers, emotions play an important role in packaging design.This subject explores the turn of the status of emotional elements during the development of packaging, the emotional demand of consumers for packaging, and the characteristics of emotional commodity packaging design, illustrates that the emotional element is an inseparable part of the systematic packaging design by studying and analyzing the application of emotionalized design of commodity packaging in visceral level, behavior level and reflective level as well as the trend of emotionalized design. The study provides reference and experience for the further packaging design practice.