摘要
色彩是包装设计的重要元素,为食品包装传递味道信息。在极简主义包装风格兴起的当下,如何科学使用色彩来帮助和引导消费者进行食品的判断和购买是一个重要的议题。众多研究证明了设计色彩与味道通感的有效性,也揭示了其应用于包装设计的复杂性。因此,本研究将基于细分品类,即精酿啤酒,对色彩与味觉传递的匹配性和有效性展开研究,通过两组实验分别对两种偏好的啤酒味道进行色彩定义和色彩的味道感知探究,获取了两种味道分别对应的感知色彩,并通过分析揭示了他们的色彩特征。同时,所获取的感知色彩进行了瓶装酒标签设计,并通过实验对其与啤酒味道的匹配性进行了研究。实验结果揭示了复杂味道所对应的感知色彩变化范围较大,且该感知色与味道匹配时会发生非单一性配对。而单一味道所对应的感知色彩则具有变化范围较小,且与对应味道匹配性较好的特征。本研究论证了通感色彩在细分品类包装设计中信息传递的有效性,同时也发现了传递复杂味道与单一味道的差异性,可为以极简主义为核心的包装信息传递提供有效支撑。
Colour is an important element in packaging design,which conveys the flavour messages of food packaging.The minimalist design style is growing the trend in the current packaging design era.The scientific use of colour to help and guide consumers in their food judgements and purchases is an important topic.Numerous studies have proved the effectiveness of design colour and flavour communication,and have revealed the complexity of its application to packaging design.Therefore,the matching and effectiveness of colour and taste communication were investigated based on a niche category,craft beer.Two experiments were conducted to define two preferred beer flavours,in this study.The perceived colour and their colour characteristics were investigated and revealed.At the same time,the perceived colours were used to design beer bottle labels and their matching with beer flavours were investigated through an experiment.The experimental results revealed that the perceived colour,which corresponds to the complex flavour,had a large variation and that non-monotonic pairing.In contrast,the perceived colour for the simple flavour had a smaller variation and was matched to the corresponding flavour with higher accuracy.This study demonstrates the effectiveness of generic colours in conveying information in segmented packaging design,and also identifies the differences between conveying complex flavour and simple flavour,which can provide effective support for minimalist-focused packaging messaging.
作者
王濛濛
杨苏澄
练雨鑫
WANG Meng-meng;YANG Su-cheng;LIAN Yu-xin(School of Design,Jiangnan University,Wuxi 214122,China)
出处
《数字印刷》
CAS
北大核心
2022年第6期23-28,共6页
Digital Printing
基金
自然科学青年基金--江苏省基础研究计划基金(No.BK20200613)。
