Research On Food Packaging Design Based On Kansei Engineering

In food packaging design,it is important to fully understand the feelings and intentions of consumers to food packaging,so that products that meet the needs of consumers can be more widely recognized.The perceptual demand of consumers is characterized by its potential,symbolism and abstractness,which requires a scientific and effective method to explore the real perceptual feelings of consumers.Kansei engineering can use the engineering method and modern tools to transform the consumer's feeling and image of the product into specific design features or design elements,and provide the necessary reference and basis for the designer.However,since the concept is applied to design art,the extension and application of packaging design theory and practice are still few.Based on the summary and analysis of the theory and application of packaging design at home and abroad,the necessity of using kansei engineering method to study packaging design is put forward.According to the division of cognitive level in psychology,the kansei factors that affect consumers' perception of food packaging experience are divided into three levels: instinct,behavior and reflection,so as to make a comprehensive grasp of the feelings of consumers in many aspects and levels..In view of the above,a design method to enhance the perceptual experience of food packaging is put forward.This paper discusses the perceptual measurement and analysis method of food packaging and puts forward a comprehensive measurement method suitable for food packaging design.In the experiment,the relationship between the consumer's interest area and the graphic design elements is finally obtained by using the comprehensive measurement and analysis method,which provides the idea for the visual design of food packaging.Taking raw meat food packaging as an example,combining with the emotional factors of food packaging,the sample perceptual measurement was carried out through the semantic differential method,and the relationship model between the emotional evaluation and design elements,materials and structures was obtained by using SPSS regression analysis,and then the corresponding relation diagram of the combination of perceptual vocabulary and design elements was obtained to provide reference for the design and optimization of food packaging.Finally,the Kansei engineering method is applied to carry out three levels of perceptual evaluation on the packaging design of "Hua Xia Bao" product,and the optimization suggestions are put forward.Based on the application of kansei engineering in other fields,this paper studies the perceptual design process of kansei engineering,establishes a design method based on consumer demand,and provides a scientific and efficient design method for food packaging design.It verified the feasibility of the food packaging design process and method based on Kansei Engineering,and enriched the packaging design method.