Research On Perceptual Design Of Skin Care Product Packaging Container Based On Target Market ——Centered On The Consumer Group Of Female College Students

The purpose of this research is to understand the development status and problems of skin care product packaging design;to explore the characteristics of female college students’ perceptual cognition and aesthetic appeal to packaging design;to put forward the precise design strategy of perceptual packaging under the category of Chinese herbal skin care products;Concept system,constructing the practical foundation of perceptual design.For the precise design of the perceptual demands of the female college students who are the main consumer groups,from the analysis of group characteristics to the proposal of personalized design strategies,the effective information that can be supported is still incomplete.The development project of Zhicaosheng skin care products,the integration of inspirational and precise design and marketing planning,requires "comprehensive,rational and scientific" development of new products.In terms of academic research status,the cross-study of skin care product packaging design and target market concepts needs to be continuously developed.The existing related research in the field of perceptual engineering and packaging design is not in-depth,and the relevant theoretical system needs to be continuously constructed.In the construction of research methods,through the multi-channel information collection method,the literature research method,and the inductive summary method,the relevant theoretical research status is analyzed,and the relevant theories such as target market and perceptual design are sorted out and elaborated.Secondly,in the extraction of representative research samples,cluster analysis was used to initially classify 103 research samples,and the preliminary understanding of the type of bottle storage body shape was sorted out;the classification results were revised through focus group analysis,and the representative results were completed.The positioning of samples will lay the foundation for further research.Thirdly,through the quantitative method of design form,the detailed analysis of the existing design features is completed.Thirdly,through the questionnaire survey method and the SD（Semantic Differential）semantic difference method to investigate the consumer group of female college students,to understand the consumer group’s consumer appeal,aesthetic level and emotional cognition to the packaging design of skin care products.In the formulation of the questionnaire,the planning and design of the questionnaire need the support and reference of literature research,and the validity of the questionnaire should be revised,and then the investigation and research in this sense should be carried out.Technical support includes data reliability verification,cluster analysis,regression analysis,and further analysis of the collected "phenomenal" data through comparative analysis,quantitative comparison,and inductive summary methods to obtain the purchasing characteristics and consumer demands of target market consumers,emotional characteristics,and characteristics of aesthetic preferences.And according to the preliminary research results,the new product packaging design and development of "Zhicaosheng" was completed.Finally,through the comprehensive analysis method and the inductive summary method,the comprehensive understanding and profound insights of the research results are put forward.Through the research of this topic,using the research method of Kansei Engineering can more effectively meet the perceptual needs of consumers,be people-oriented,improve user satisfaction,improve the relative accuracy of the design and positioning of skin care product packaging containers,and allow consumers to have closer emotional needs.The design reflects humanistic care.It provides methods and theoretical basis for better design practice in the future,and promotes the interdisciplinary cross,penetration and integration of Kansei Engineering and Design.