包装设计是借助于视觉语言来传递产品的属性价值,是对消费者心理活动进行情感诉求的有效交流。因此在包装设计中,注重对情感诉求的运用,并从“富有人情味”的设计中来取悦消费者,强化消费者对产品的功能需求满足。为此,本文将从设计学与行为心理学上展开探讨,就包装设计的情感体现进行阐述。 Packaging design is the use of visual language to convey the value of product attributes, is an effective exchange of emotional demands of consumer psychology. Therefore, in the packaging design, pay attention to the use of emotional appeal, and from the “rich humane” design to please consumers, and enhance consumer demand for functional products to meet. To this end, this article will start from the design and behavioral psychology to explore the emotional embodiment of packaging design.