Research On Emotional Narrative Design In FMCG Packaging

With the economic development of the society and the continuous improvement of the quality of life.Consumers are paying more and more attention to the enjoyment and experience of the spiritual level.The emotional demand for goods and packaging is increasing.Fast consumer goods have short service life and fast consumption,which is an indispensable necessity in people's life.Its packaging form is the main carrier of brand culture and can influence consumers' purchasing behavior to a great extent.This paper,First based on the theory of related concepts of FMCG packaging,emotional design and narrative design,from the definition to the current research situation at home and abroad,summarizing the research results related to this topic.Second,discussing the characteristics of emotional design and narrative design,and the internal relation between both of all,which is to express emotion through narration.By summarizing the emotional experience elements of the three levels about the instinct layer,the behavior layer and the reflective layer,combined with the packaging design elements,putting forward the FMCG packaging design method from three aspects.Third,The theory is verified by quantitative experiment and qualitative experiment.In this paper,we subdivide the fast consumer products into three parts about life supplies,food and beverage,investigating as a sample of experimental cases,and then analyzing the experimental data and obtain the experimental results.The result of experiment can reflect the consumer's emotional demand of the fast consumer packaging factors.The rationality of theoretical construction is explained.Last,according to the theory of literature research and empirical research,through the combing and summary,putting forward the emotional narrative design of FMCG packaging research methods,from two aspects to explain:narrative content and narrative method,Proposing the strategy of emotional narrative design in the packaging of FMCG.The summarizing the contents of this paper and analyzing the lack of research and future prospects.