体验经济视角下化妆品包装设计策略研究

doi:10.3969/j.issn.2097-2806.2023.08.012

摘要/Abstract

摘要：

基于体验经济的时代背景，以消费模式的升级与消费需求的转变为导向，探索体验需求影响下化妆品包装的发展方向。分析体验经济辐射下消费需求的迁移以及化妆品包装的优劣现状，协同用户体验层次与体验的不同维度建立体验与体验需求的映射关系，从而构建化妆品包装体验模式。通过不同体验需求的导出，探讨化妆品包装的需求属性。依据体验层次与消费者需求，构建了化妆品包装体验模式，从多感官、互动性、功能性、用户共创、内涵因素5个方面相互关联。最终提出设计策略，为化妆品包装设计的发展提供方向。

关键词: 体验经济, 化妆品包装设计, 消费需求

Abstract:

Based on the background of experience economy, guided by the upgrading of consumption mode and the transformation of consumer demand, this paper explores the development direction of cosmetic packaging under the influence of experience demand. It analyzes the migration of consumer demand under the radiation of the experience economy and the advantages and disadvantages of cosmetic packaging, collaborates with different dimensions of user experience to establish a mapping relationship between experience and demand, and thus constructs a cosmetic packaging experience model. It also explores the demand attributes of cosmetic packaging through the export of different experiential needs. Based on the level of experience and consumer needs, a cosmetic packaging experience model is constructed, which is interrelated from five aspects: multi sensory, interactive, functional, user co creation, and intrinsic factors. Finally, a design strategy is proposed to provide direction for the development of cosmetic packaging design.

Key words: experience economy, cosmetic packaging design, consumer demand

中图分类号:

TQ658

戴超男,庄德红,万青. 体验经济视角下化妆品包装设计策略研究[J]. 日用化学工业（中英文）, 2023, 53(8): 954-962.

Dai Chaonan,Zhuang Dehong,Wan Qing. Research on cosmetic packaging design strategy from the perspective of experience economy[J]. China Surfactant Detergent & Cosmetics, 2023, 53(8): 954-962.

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参考文献 12

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系列	功效	适用年龄	包装分析
水妍	保湿补水	18~25岁	粉色系包装，凸显少女感。与功效、适用年龄相对应
拱辰享	水油平衡、去黄气	25岁以上	橙黄色包装，从初功效升级为中级，颜色转成熟
天气丹	修复、提亮、抗老	25岁以上	浅黄色包装，大气奢华，磨砂玻璃质地凸显高端
津率享	抗皱、改善	30岁以上	红色包装，寓意着成熟、沉稳。包装与产品适用于熟龄肌肤
雪美白	美白提亮	所有年龄	亮白色包装，凸显美白功效，包装与功效相呼应
秘贴	抗皱、滋润、淡纹	25岁以上	浅黄色包装搭配修长容器，独享特征元素

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