Research On Based-Affordance Packaging Design

The ultimate purpose of this article is the based-affordance packaging design which is to enable to design the packaging which “the users understand and know how to use”.The based-affordance packaging design includes two aspects.The first is the language visibility characteristics of the package.The designer reasonably designs and arranges the packaging language information including the text language and the legend language.The language is arranged the information in the order of eye-catching position,sub-eye-catching position,and secondary position.The second is the operational visibility characteristics of packaging.The operational visibility is based on the packaging structure.Packaging has a packaging hierarchical structure that conforms to the logic of consumer use,and a functional structure that allows consumers to use the detailed functional component of packaging accurately and conveniently.Corresponding restriction forms produced by the based-affordance packaging design.Designers design packaging based on functional visibility,and comprehensively limit consumers’ possible behaviors through physical and psychological restrictions to ensure that the products in the packaging can be ‘quick,convenient,easier to understand.’Physical restrictions include one form of restriction on packaging due to product attributes,and the other form of restriction on language typography on the packaging,both of which restrict consumers’ possible actions.The form of psychological restriction uses product packaging language and structure as the carrier.First of all,the packaging design must conform to the cultural system and cultural tradition of the country where the product is sold;secondly,the series packaging of the same product has a structural hierarchy and information hierarchy;thirdly,Product packaging has a single purpose functional component design.After comprehensive expression,it is restricted in three aspects.One is to restrict in the general atmosphere of the cultural tradition of the cultural system,and the other is to restrict the sequential behavior of consumers through the hierarchical expression of packaging language visibility and operational visibility.Purposeful functional component design restricts specific behaviors(some product packaging may not have this form of limitation).Designers design based-affordance packaging.Package design should be carried out in order: first,the designer selects the appropriate inner packaging and middle packaging materials;second,the designer performs hierarchical design on the inner packaging and middle packaging structure of the product.Design the detailed functional components that enable consumers to use the details of the package accurately;finally,the designer carries out a reasonable and orderly typesetting of the language.