情感化元素在儿童洗浴用品包装设计中的融合与应用研究

doi:10.3969/j.issn.2097-2806.2025.09.015

摘要/Abstract

摘要：

随着消费者对儿童用品情感化需求的增加，包装设计已超越其基本功能，成为传递品牌情感、建立消费者情感联系的重要途径。本文首先分析了儿童日用品消费市场中儿童的心理特征及不同年龄阶段儿童的情感化需求；然后，通过案例分析，探讨了情感化元素在儿童洗浴用品包装设计的融合应用原则；其次，分析了当前市场上儿童洗浴用品包装设计中普遍存在情感表达的单一化、静态设计为主导、信息传递不足、缺乏品牌文化传递等典型的情感化缺失问题。最后，基于所存在的问题有针对性地提出了深化情感化表达、增强互动性设计、强化信息传递、深化品牌文化等包装设计优化建议，以期为儿童洗浴用品包装设计的创新提供有价值的参考。

关键词: 情感化, 儿童, 洗浴用品, 包装设计, 应用策略

Abstract:

With the increase of consumers’ emotional demand for children’s products, packaging design has gone beyond its basic function and become an important way to convey brand emotion and establish consumer emotional connection. This paper firstly analyzes the psychological characteristics of children and the emotional needs of children at different ages in the consumption market of children’s daily necessities. Then, through case analysis, the principles of the integration of emotional elements in the packaging design of children’s toiletries are discussed. Secondly, it analyzes the typical problems of lacking emotion in the packaging design of children’s bath products in the current market, such as single emotional expression, static design as the leading, insufficient information transmission, and lack of brand culture transmission. Finally, based on the existing problems, the paper puts forward some suggestions on the optimization of packaging design, such as deepening emotional expression, enhancing interactive design, strengthening information transmission and deepening brand culture. The paper aims to provide a valuable reference for the innovation of children’s toiletries packaging design.

Key words: emotionalization, children, toiletries, packaging design, application strategy

中图分类号:

TQ658

李倩, 江文. 情感化元素在儿童洗浴用品包装设计中的融合与应用研究[J]. 日用化学工业（中英文）, 2025, 55(9): 1207-1214.

Qian Li, Wen Jiang. Research on the integration and application of emotional elements in the packaging design of children’s toiletries[J]. China Surfactant Detergent & Cosmetics, 2025, 55(9): 1207-1214.

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