Food Packaging Design Based On Visual And Tactile

With the promotion of socio-economic and cultural level, processing technology increasingly matures, the entire packaging industry has developed rapidly in recent years. Nowadays, packaging is no longer function with only a single mission, as part of its brand identity, in a highly competitive market environment responsible for telling the story of the brand,promoting cultural concept and aesthetic task. Consumers meanwhlile also want to be led emotion and healed hearts through packaging. To think and to design food packaging from the perspective of the human senses has become a trend.In today’s design, the designers advocated that in order to create more of a selling point for the commodity, the packaging and contents is integrated, food packaging is develped multi-facetedly and in multi-angle. This topic conduct discussion of food packaging design strategies from the perspective of visual and tactile, and practical perspectives honey packaging designs are exhibited to prove thesis. Through theoretical analysis of visual, tactile perception, visual sense of touch synesthesia and five senses marketing theory, combined with a large number of successful cases of food packaging, summarized three key points in basis of visual and tactile food packaging design: considering "feel" as design thought point, Additional performance design elements, emphasizing three methods in spiritual and cultural concepts and practical design strategies:strengthening sensory stimulation, expansion pack additional function and circumstances constructing. Sensory stimulation is divided into visual stimulation and tactile stimulation,it stimulate consumer’s attention from color association, appearance transformation,constructing meaningful graphic elements, reinforcing materials and textures. Expansion pack additional features aimed at improving the function of the packaging value and establishing sustainable and effective communication with consumers, interactive design and sustainable continuity design elements can be integrated into food packaging design; circumstances constructing strategy aimed at resonating with consumers in psychological level, before making food packaging design, focused on circumstances interpretation in food packaging, constructed stories and topics of brand culture, utilizied the experience to awake emotional memories. Finally, according to the design strategy, designed "youyun" brand of honey packaging whose main consumer is young age group.The research results of this thesis can provide some practical significance for the relatively follow-up study which use senses as a starting point for food packaging design,it provides a feasible methods and ideas in terms of honey packaging development and honey brand promotion. Depending on the study and exploration of the tactile sensory characteristics of food packaging design and design strategy model will help the designer to consider needs of the target group in multi-angle and all-round, to design more piercing and addictive production in the future of food packaging development process.