唐莎

摘要：2020年突如其来的新冠疫情，不仅对社会生活、公共健康，乃至设计行业都带来了巨大影响。目前我国在防疫阻击战中取得战略性胜利，即将迎来后疫情时代。后疫情时代社会经济复苏，人们的精神生活也需要安抚和调动，也为人性化包装设计提供设计方向。但在目前的研究中还缺乏对后疫情时代用户的心理状况和行为模式等变化进行包装设计的相关考量。我们应围绕消费者的心理因素和行为模式进行针对性思考，以包装的视觉表达、包装功能结构和材料技术等方面改进，把这场危机作为反思和改变的契机，为特殊时期的人性化包装设计研究发展提供思路。

关键词：后疫情时代；人性化包装设计；智能化包装；情感化产品

中图分类号：TB482 文献标识码：A 文章编号：1400 （2021） 07-0071-04

On the Embodiment of Humanized Packaging Design In the Post-Epidemic Era

TANG Sha（Liuzhou Institute of Technology， Liuzhou 545000， China）

Abstract： The sudden outbreak of COVID-19 in 2020 has had a great impact not only on social life， public health， but also on the design industry. At present， China has won a strategic victory in the anti-epidemic war， which is about to usher in the post-epidemic era. With the social and economic recovery in the postepidemic era， peoples spiritual life also needs to be pacified and mobilized， which also provides the design direction for humanized packaging design. However， in the current research， there is still a lack of packaging design considerations on the changes of users psychological status and behavior patterns in the post-epidemic era. We should think pertinently around the psychological factors and behavior patterns of consumers， improve the visual expression of packaging， packaging functional structure and material technology， and take this crisis as an opportunity for reflection and change. to provide ideas for the research and development of humanized packaging design in the special period.

Key words： post-epidemic era； humanized packaging design； intelligent packaging； emotional products

1 疫情帶给包装设计的影响

1.1 后疫情时代需要安全卫生的包装设计

新冠疫情的肆虐下，整个社会经济、公共空间，乃至消费者的消费心态、消费行为也在发生变化。根据《深圳市消委会发布疫情防控期间消费者行为变化调研结果》显示：卫生安全防护仍将成为消费者关注的重点。目前阶段，仍然有超过70%的消费者对于人流密集的公共消费场所感到紧张，表示会减少外出频率；41.64%的消费者将保持现有基础防疫物资消费不变。做好公共卫生安全防护措施，提供更干净、更有私密感的消费环境，可以让消费者消费更安心、更放心。从用户和消费者的认知度上来看，大众渴望在产品或包装功能上增加卫生安全考虑。……