Brocade Packaging Design Based On Kansei Engineering

With the improvement of the quality of life and the improvement of the material conditions,people pay more and more attention to the spiritual development.When purchasing various kinds of products,they pay more attention to their brand culture and spirit,paying more attention to the cultural connotations and emotional needs behind the products,which promotes the optimization and updating of product packaging design to become increasingly popular.With the advent of the consumer era,people have a higher demand for the different perceptual images of product packaging.Consumers are eager for packaging to be both emotional and personalized.They are more concerned with emotional resonance than in any previous era.The project of this article comes from Hangzhou Li Jialin Cultural Technology Co.,Ltd.The company's brocade product packaging faces problems such as outdated design,easy to mold and rot,and large inventory area.It is in urgent need to update and optimize the design;this article combines perceptual and engineering methods,Clarify the positioning of the brocade packaging design,optimize the design to obtain a brocade packaging design that meets the emotional needs of modern consumers and can meet the actual needs of the company;The color should meet the emotional functions and needs of modern consumers,the material should be selected in accordance with the actual conditions of the local climate and environmental protection needs,and the structure should focus on saving space;this packaging design optimization is mainly for brocade scrolls and brocade silk scarves For these two types of products,two groups will be presented in the form of physical objects to report on the plan.After the plan is passed,the final mass production will be put into the market.At present,some brocade products in the market overemphasize the beauty of packaging,and the same redundant packaging leads to the lack of practicality of packaging.This paper aims to change the current situation of brocade packaging and make contributions to improve this bad phenomenon.This topic is guided by the perceptual engineering theory,taking the brocade packaging design as a case,and using the semantic difference method combined with Likert scale method and hierarchy of needs theory,emotional words representing consumers' emotional intention are selected.Secondly,through eye tracking technology to discuss and analyze the packaging design features,use multiple linear regression model between consumers' perceptual intention and design elements is constructed by SPSS software,and the accuracy,effectiveness and applicability of the model are evaluated and tested.Finally,combine the actual needs of the enterprise and the conclusions obtained from the analysis of the multiple linear regression model to optimize the innovative design of the tapestry packaging.This study draws on the research and application of Kansei Engineering Theory in other design fields,this paper explores the specific method and process of brocade packaging design under the guidance of Kansei engineering theory,and explores a more scientific and efficient new design scheme that takes into account the practicality and emotional needs,which verifies the feasibility and effectiveness of Kansei Engineering in the brocade packaging design and development process and the brocade packaging optimization design process,and the methods of packaging design are enriched.