Product Packaging Design Strategy Based On User Experience

Packaging is an important medium for product marketing, product circulatingand brand image establishment and is closely linked to the daily life of people. Withthe rapid development of science and technology as well as the constant improvementof the material standard of living, people in today’s society have attached moreimportance to the feeling of spiritual level. The modern product package is not only acontainer to carry the product but also a kind of more reasonable way of life and akind of tropism of cultural values and spiritual demands. As the developed Westerncountries turn to the experience economy from the service economy, importantconversions are also occurring to product design strategies. This paper has presented aproduct packaging design strategy based on user experience so as to find a way to winthe fiercer and fiercer market competition. The core of product packaging design isnot limited to the appearance and form any more, and the added value of products canbe promoted through designing more reasonable and humanized use modes andcreating good sense experience and emotional experience. Product packaging is animportant constituent part of products, and the good user experience design is able tomake users gain profound memory toward products and brands, even profoundemotional memory.This paper has discussed the product packaging design strategy based on userexperience in three parts. The first part is the overview of theoretical knowledge aswell as the concept, application status and major characteristics of the productpackaging based on user experience. The subject refers to multi-disciplinary fieldslike the design strategy, user experience design, design psychology and productpackaging design, etc., so the relevant concepts and theories are expounded in thispart and the major characteristics of product packaging design based on userexperience are summarized. The second part refers to the psychology of productpackaging users and the needs study. The core of user experience design is theuser-centered design, and the objective is to create good experience in various linksfor users to contact and use packages. In order to create the external result- "experience", it is essential for designers to sufficiently study the internal factor-userpsychology. This chapter has analyzed psychological characteristics of users andsummarized the method to study user needs during the initial stage of productpackaging development, and they have been expounded in details according to theimplementation process of projects. The third part has presented and elucidated thedetailed implementation method of product packaging design based on userexperience-Based on the above mentioned theories and according to theinvestigation and survey of plenty of design cases, it has summarized and concludedseveral kinds of innovative design approaches centering on the three levels of userexperience.This paper uses plain and simple words to present effective design strategies tocreate innovative product packages, thus richening and widening the space and visualfield for theoretical research of user experience and product packaging design. It hasput forward unique views and entry points for the reflecting and evaluating ofpackaging design and also has provided references for the promotion of added valueof brands and products, the practice of product packaging design and enterprisemarketing management.