王 畅，高 雅，刘琳琳*

（天津科技大学艺术设计学院，天津300200）

摘要：为使饮料包装迎合大众审美和消费者的需求，本文以情感化为切入点，对交互式饮料包装的设计方法与应用进行研究。近年来，我国经济快速发展，社会财富持续累积，快节奏的生活呈常态化趋势，人们的审美、消费观念与需求发生了变化，对精神层面的情感化需求不断上升。现今的消费者更希望包装具有新颖的交互方式和情感共鸣的作用，以满足不同群体多样化的需求。因此，在进行饮料包装设计时，应掌握设计原则，从文字、色彩、图案、交互方式等角度分析交互式包装设计的表现形式，构建产品与消费者之间的情感连接，增强交互性与体验感，为饮料包装设计提供参考。

关键词：情感化；交互；饮料包装；设计原则；设计方法

Summary of Interactive Beverage Packaging Design from an Emotional Perspective

WANG Chang，GAO Ya，LIU Lin-lin*

（ College of Art and Design，Tianjin University of Science and Technology，Tianjin 300200，China）

Abstract: In order to make beverage packaging cater to the public aesthetic and consumer needs，this paper studiesthe design method and application of interactive beverage packaging from the perspective of emotion. In recent years，With the rapid development of China's economy，the continuous accumulation of social wealth and the normalizationof fast-paced life，people's aesthetic，consumption concept and demand have changed，and their emotional demandfor spiritual level has been rising. Nowadays，consumers hope that beverage packaging has novel interaction modesand emotional resonance，so as to meet the diverse needs of different groups. Therefore，in the design of beveragepackaging，it is necessary to master the design principles，analyze the expression form of interactive packagingdesign from the perspectives of text，color，pattern and interaction mode，build emotional links between productsand consumers，enhance interaction and experience，and provide reference for beverage packaging design.

Key words: emotional；interaction；beverage packaging；design principles；design method

中图分类号：TS206.2                     文献标志码：A                   文章编号：1007-7871（2023）02-0072-04

2023，Vol.26，No.2