基于层次分析法的五种日月霜外包装设计与研究.pdfVIP

基于层次分析法的五种日月霜外包装设计与研究 摘要：随着我国经济的快速发展，人们的生活水平的不断提高，现代的护肤品包装铺 天盖地，琳琅满目。无论从包装色彩、包装图案、包装造型还是包装装潢设计等多个 方面都有很大的改进，而像其他护肤品一样，日月霜品牌升级频繁，促使包装设计快 速更新，在护肤品品牌竞争白炽化环境下，管理者对设计方案的选择面临诸多因素的 平衡，以降低常规评价的主观性和偏见性，需要引进客观高效的优选方法，层次分析 法就是一个行之有效的方法。对于护肤品包装设计的探索主要是在包装装潢方面与包 装造型方面研究较多，其设计的核心就是如何在众多品牌包装中脱颖而出又被目标消 费者喜爱。随着品牌竞争增强，管理者对于创新的包装设计方案决策越来越谨慎、全 面，由此层次分析方法的应用探索可以更好解决目标问题。本文笔者主要梳理日月霜 品牌以及包装特性，了解已有品牌产品的价值诉求和用户消费行为；分析市场上代表 性日月霜包装设计案例；针对日月霜单品从包装造型、材质以及文化寓意等视角出发 创意设计 5 款作品，描述其结构图、效果图；重点阐述层次分析法的数学计算模型， 以及不同修正条件下的改进版或修正版；按照经济性、新颖性、便利性、展示性、再 利用性共四个原则，对设计作品进行消费者主观评价、实用性解析、制作要点描述与 成本分析并提出优化思路。 关键词：包装设计方案；评估模型；层次分析法 Design and Research of Five Kinds of Sun and Moon Cream Packaging Based on Analytic Hierarchy Process Abstract: With the rapid development of Chinas economy, peoples living standards continue to improve, modern skin care packaging overwhelming, dazzling. In terms of packaging color, packaging patterns, packaging design or packaging and decoration design and many other aspects have greatly improved, and like other skin care products, the sun and the moon cream brand upgrades frequently, prompting the packaging design quickly updated in the skin care brand competition In the environment of incandescent, managers choose the balance of design factors in order to reduce the subjectivity and bias of conventional evaluation. It is necessary to introduce an objective and efficient method, and analytic method is an effective method. For the design of skin care packaging design is mainly in the packaging and decoration aspects of packaging and design more, the core of its design is how many brands in the packaging and stand out by the target consumer favorite. With the increase of brand competition, managers for innovative packaging design decision- making more and more cautious, comprehensive, and thus the application of analytic hie