Emotional Design Of Hubei Local Specialties' Packaging

In today's society,people have started to pursue satisfaction concerning spiritual life along with the material progress.The growing willingness to travel around apart from being swamped by work has been spotted on more and more people.Hubei province,as home to numerous tourist resorts,has gained increasing attention from tourists at home and abroad,while souvenirs are always the best choice for them to take home the sweet memories,among which local specialities favored by many have accounted for the great majority.Accordingly,packaging of Hubei local sepcialties steps out in the spotlight since it's more than a container that holds local products,but an unique card that showcases culture and image of Hubei province.Based on investigation and analysis of status quo of the local specialties' packaging in Hubei province,the study had yielded the conclusion that few packaging designs of Hubei local specialties can impress consumers in the market with their own distinctive features.Tedium,lack of brand awareness,blind copy of local symbols,excess packaging and other problems are ubiquitous in packaging design.According to the consumption trend analysis,consumers have different opinions about the packaging of Hubei local specialties,but most of them value emotional experience triggered by the packaging.The paper aimed to research on emotional design and emotional experience,and concludes with three design strategies,namely visual expression,functional expansion and emotional experience,on the basis of emotional design's instincts,behaviors and introspection by combing emotional design theories and Hubei local specialties' packaging design.The paper explored different approaches to improve packaging: firstly,enhance consumers' visual perception of local specialties' packaging through visual factors such as graphics and multiple colors and the addition of different materials;secondly,boost interaction between consumers and local specialties' packaging via multifunctional and interactive designs;thirdly,improve consumers' emotional experience of local specialties' packaging by means of increasing the recreational purposes,channeling people's emotional memories,highlighting local culture connotation and answering the rational demands of green packaging.In the end,the paper conducted a case study of Granny Du's Handmade Moon Cake coupled with the emotional design strategy,and then proposed complete design thought and method,in order to prove the practicability of that strategy and provide reference to the design flow of Hubei local specialties' packaging.