Research on Packaging Design Based on Value Theory of Cognitive Psychology

DOI

10.2991/978-2-38476-018-3_71How to use a DOI?

Keywords

Cognitive Psychology; Value Theory; Packaging Design

Abstract

To apply the value theory of cognitive psychology in packaging design to find strategies for improving the identifiable of packaging design and the effectiveness of user decode, based on the reflection of the phenomenon that packaging design tends to be homogenized under the fast-paced consumption mode. This paper tries to apply the theory of customer perceived value to sort out the coding dimension of consumer perceived value. At the same time, the basic paradigm of value encoding and decoding is constructed by combining the value decoding characteristics of consumers in their purchasing behavior under cognitive psychology, and the packaging design method in line with consumer cognitive decoding is explored. According to the paradigm study, it is found that the more in line with the cognitive basis of the public, the higher the decoding efficiency of consumers, and the more it can promote the value transmission of the brand. Rational use of the characteristics of consumer cognitive psychology can promote the value construction of packaging design, which will gain advantages in the establishment of consumer’s cognition of product and brand value.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Minghai Sun
AU  - Yueheng Yang
PY  - 2023
DA  - 2023/03/01
TI  - Research on Packaging Design Based on Value Theory of Cognitive Psychology
BT  - Proceedings of the 2nd International Conference on Culture, Design and Social Development (CDSD 2022)
PB  - Atlantis Press
SP  - 605
EP  - 611
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-018-3_71
DO  - 10.2991/978-2-38476-018-3_71
ID  - Sun2023
ER  -