A Study On Emotional Packaging Design For The "Ant Tribe"

With the development of cities and the reform of the higher education system,more and more college students choose to work and live in cities after graduation.Affected by this,a new group,"ant tribe",gradually emerged and developed.Although the "ant tribe" has received higher education,the grim employment situation,social environment and other factors have brought great pressure to their survival and development.Therefore,they need not only emotional release,but also emotional care from others.Based on this background,this paper discusses the emotional design,and explores the principles and methods of emotional design in the application of fast food packaging from the perspective of emotional needs of the "ant tribe" by taking the design of fast food packaging as a practical case.The research of this topic based on the basic theoretical research,the author first analyzes and sorts out the theories related to emotional packaging design,conducts in-depth research on the expression forms of emotional design in three aspects of instinct,behavior and reflection,and probes into the current situation of emotional packaging design in the market.Secondly,analyzes and summarizes the emotional needs of the "ant tribe" from five aspects through the systematic elaboration of its concept,living conditions and basic characteristics.Thirdly,analyzes the methods used in packaging to meet the emotional needs of the "anttribe" from the visual effect,modeling,structure and materials of packaging,and finds out specific design principles and methods by combining with the supporting demonstration of relevant design cases.Finally,completes the final design practice based on the above theoretical analysis and the methods obtained,including the serialized fast food packaging design,logo design,poster and pop design.