趣味性在食品包装中的应用研究
Researches on the Application of Fun in Food Packaging

现如今随着科学技术的不断发展，人们在各方面的生活水平有了跨越式的提升，这无一不提示着我们社会已进入多元化的时代。生活中，人们在购买食品时，除了看中食品本身，外在的包装设计也逐渐成为购买原因之一，人们往往会选择独特的，新颖的包装来彰显自己的品味和个性。许多食品公司到现在依然能屹立不倒，除了凭借自身的产品本身过硬，还靠他们在产品包装上不断地与时俱进，更新迭代。现下食品种类繁多，消费者在购物时往往会眼花缭乱，不知道该怎么选择，这个时候，企业和设计师就面临着一个难题，如何在满足包装基本功能的同时，设计出不失大众审美，独特且有趣的食品包装，使之在众多同类产品中脱颖而出，带动消费者的购买欲望。本文旨在探究趣味性在食品包装中的应用原则，通过研究国内外具有代表性的食品包装，分析趣味性在其中的表现手法和结果导向，最终得出趣味性在食品包装中不仅促进了消费者的购买欲望，还满足其对生活审美意趣的向往。
Nowadays, with the continuous development of science and technology, people’s living standards in all aspects have improved by leaps and bounds, which all prompts that our society has entered an era of diversification. In daily life, when people buy food, in addition to the food itself, the external packaging design has gradually become one of the reasons for purchasing. People often choose unique and novel packaging to show their taste and personality. Many food compa-nies still exist today, not only because of the quality of their products, but also because they continue to keep pace with the times and update and iterate on product packaging. Nowadays, there are many types of food, and consumers are often dazzled when shopping and don’t know what to choose. At this time, companies and designers are faced with a difficult problem: how to meet the basic functions of packaging while designing unique and popular packaging. And interesting food packaging makes it stand out among many similar products and drive consumers to buy. This article aims to explore the application principles of fun in food packaging. By studying representative food packaging at home and abroad, analyzing the expression methods and result orientation of fun, and finally concludes that fun in food packaging can not only promote the purchase desire of consumers, but also satisfy their yearning for the aesthetic taste of life.