视觉效应下日用护肤品包装元素优化设计方法

doi:10.3969/j.issn.2097-2806.2023.09.014

摘要/Abstract

摘要：

为提高日用护肤品包装视觉效果，研究视觉效应下日用护肤品包装元素优化设计方法，利用视觉效应理念优化日用护肤品包装元素设计。首先对视觉效应进行叙述，以说明其对消费者消费的影响。其次从色彩元素、图形元素、造型元素以及文字元素四个方面，考虑消费者的视觉效应设计日用护肤品包装；最后充分考虑统一性、对比突出性以及对称性等包装设计原则，基于元素的分离、重叠、重合等体现形式，以重复、渐变等元素体现形式的组合优化日用护肤品包装设计。结果表明，所提方法具有有效性，可提升化妆品包装视觉效果。以期通过日用护肤品包装为消费者带来愉悦的购物感受以及良好的视觉效应。

关键词: 视觉效应, 日用护肤品, 包装元素, 优化设计, 图形元素, 色彩元素

Abstract:

To improve the visual effect of daily skincare packaging, research is conducted on the optimization design method of packaging elements for daily skincare products under visual effects. Firstly, describe the visual effects to illustrate their impact on consumers’ consumption behavior. Secondly, from four aspects: color elements, graphic elements, styling elements, and textual elements, consider the visual effects of consumers to design daily skincare product packaging. Finally, fully consider the principles of packaging design such as uniformity, contrastive prominence, and symmetry, and optimize the packaging design of daily skincare products through the combination of elements such as separation, overlap, and overlay. The results indicate that the proposed method is effective and can improve the visual effect of cosmetic packaging. It aims to bring consumers a pleasant shopping experience and good visual effect through packaging of daily skincare products.

Key words: visual effects, daily skin care products, packaging elements, optimized design, graphic element, color element

中图分类号:

TQ658

顾薇薇. 视觉效应下日用护肤品包装元素优化设计方法[J]. 日用化学工业（中英文）, 2023, 53(9): 1094-1100.

Gu Weiwei. Optimal design method for packaging elements of daily skin care products under visual effects[J]. China Surfactant Detergent & Cosmetics, 2023, 53(9): 1094-1100.

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调查项目	比例/%
进入商场前已决定所需购买产品	28
进入商场前未决定所需购买产品	72
会因为包装影响消费	85
不会因为包装影响消费	15

体现形式	体现内容
分离	图案中包含不同的元素，元素间未存在接触
重叠	元素与元素间互相重叠，令消费者产生直观的空间感受
结合	元素与元素间组成新的图形元素
重合	不同的元素重合形成相同的新元素
相切	元素与元素间的边界连接，但并未存在重叠部分
减缺	删除元素与元素的重叠部分，形成新的图形

方法	销量/套		总量
方法	专柜	网络平台	总量
所提方法	684	256	940
文献[5]方法	417	149	566