Research On Evaluation Measures Of Packaging Design Values

It has been a new era for the development of modern packaging design since1970s. The studies of packaging design value and its measures may be helpful to a better understanding of the trend of packaging design, to the cultivation of human-oriented design idea, and to concerns for the improvement of economy, humanity and ecology. This thesis studies the measures of packaging design values with the hope of providing some references for researchers and practitioners.This thesis, based on literature review and related design art theories, discusses the connotation of packaging design values, deeply analyzes their measures. Meanwhile these measures of packaging design values are expounded by case studies.The main conclusions are as follows:First, the definition of packaging design values are presented based on the analysis of design values and packaging’s characteristics and functions. Packaging design values are the confirmation and creation of economic and social values of products in direct or indirect manners by special packaging designs created according to designers’purpose of protecting and promoting products and based on their intelligence and creativity. Thus, these values mostly lie in consumers’perception of the products and the satisfaction of their needs. Meanwhile, packaging design values are classified into three categories:economic value, social value and ethics value.Second, the measures of economic value are divided into function measure, material measure and manufacturing measure. Function measure includes such principles as functionality, esthetics, convenience and economy. Material measure involves principles of diversity, replaceability and safety. And, manufacturing measure comprises scientificalness and economy. Economic value of packaging design represents its fundamental value and brings economic benefits for both enterprises and customers, which indicates that packaging design has contributed to social economic improvement.Third, the measures of social value of packaging design include historical and cultural measure, aesthetic measure and legal measure. The historical and cultural measure consists of inheritance, creative and harmonious development principles. The aesthetic measure contains spiritual, emotional and ideality principles. In terms of legal measure, the national relative policies, recycling requirements and unified standards are discussed.Fourth, the measures of ethics value of packaging design are grouped into two categories. The first is humanity measure which involves universality, vividness and equity. And the other is ecology measure which includes green packaging principle, Sustainability and human ecology principle.