摘要
近年来,“农业+文化创意”为农产品品牌带来新的生机。本文首先阐述了当前农业文创发展的背景,接着以“情感化设计”为切入点,从本能层、行为层、反思层三个层面提出了农产品品牌的情感设计路径,并分析了农产品品牌情感设计的价值意义,以期通过情感化设计提升农业品牌形象,助力农产品增值。
In recent years, “agriculture + cultural creativity” has brought new vitality to agricultural product brands. This paper firstly elaborates the background of the current development of agricultural culture and creativity. Then taking “emotional design” as the starting point, the authors propose the emotional design path of agricultural brands from three levels: visceral level, behavioral level and reflective level, and analyze the value of emotional design in agricultural brands, in the hope of improving the identity of agricultural brands through emotional design and helping to add value to agricultural products.
出处
《包装与设计》
2023年第1期142-143,共2页
Package & Design
关键词
农业文创
情感设计
品牌化
农产品
包装
cultural and creative agriculture
emotional design
branding
agricultural products
package
