Research On Packaging Design Of Men’s Skin Care Products Based On Kansei Engineering

With the progress of the times,products are produced in a wide variety of products with rich functions,and people’s living standards are improving day by day.After meeting basic needs,consumers pay more attention to the personalized experience of products.Whether it can meet the emotional needs of consumers has become the key to the success of a product.Kansei Engineering uses qualitative and quantitative research methods to build a mapping relationship between perceptual images and product design elements by capturing consumers’ emotions.Designing according to this can effectively solve the design pain points,fully meet the emotional needs of the target group,and increase the added value of the product.In the face of the existing problems in skin care product packaging,based on the theory of Kansei Engineering,this paper takes the packaging design of men’s facial cleanser as a practical case to conduct research on the subject.Firstly,the semantic differential method is used to obtain the perceptual image evaluation of young consumer groups.Secondly,principal component analysis,procrustes analysis and other methods are used to screen and reduce the dimension of sample data to obtain representative samples.Thirdly,the relationship between men’s facial cleanser packaging and perceptual imagery was constructed by quantification theory Ⅰ and BP neural networks,respectively.Finally,the model with more accurate prediction is selected to assist in the innovative design of men’s facial cleanser packaging,and verify the effectiveness of the model.The main research contents and results are as follows:(1)Through market research,delineate the collection direction and scope of facial cleanser packaging samples,and 547 design samples were obtained from the Internet using crawler technology.Using cluster analysis,principal component analysis and other methods to reduce the dimension of the sample data,and finally obtain 6 representative men’s facial cleanser packaging samples.(2)126 perceptual images related to the packaging of men’s facial cleanser were collected,and the perceptual images were extracted by expert group,factor analysis,principal component analysis and other methods,and the dimensionality reduction was carried out by the procrustes analysis method,and the three most representative perceptual images were obtained: healthy,practical,young.(3)The visual elements of men’s facial cleanser packaging are deconstructed through eye tracking experiment and morphological analysis,and then the extracted facial cleanser packaging design elements are transformed into design element matrix to prepare for the subsequent model building.(4)The quantification theory Ⅰ theory is used to build the linear model,the BP neural network is used to build the nonlinear model.After comparison,the model with better prediction performance is selected to provide the basis for subsequent new packaging design.(5)With the help of the quantification theory Ⅰ theoretical model,the packaging innovation design is carried out.After that,the validity of the model is verified.The final results show that the model is effective and can assist designers to carry out innovative design work.