卡通形象在儿童产品包装设计中的应用分析-application analysis of cartoon image in childrens product packaging design.docx

nation, the applications of the popular cartoon images, and the applications of creative cartoon images. Part five deals with the creative ideas and concrete measures in the application of cartoon images in the package design of the children’s product. The present writer puts forwards her suggestions that the cultural components and symbolic meanings of the cartoon images should be gradually improved; cartoon images should make full use of its characters to draw the children’s attention, and pay attention to offline promotion to fully display the charm of cartoon images. Part six is the conclusion. The application of cartoon images in the package design of the children’s products is not an easy thing. It should not be done superficially, but should take the character of the enterprises, the psychology of the consumers, the social and historical background, and the character of the era into consideration. Only be analyzing these elements can the cartoon images be used flexibly. The choice of the cartoon images should not be unchanged, but conforms to the development tendency of the time and the shift of the consumers’ taste. Only by doing this can the cartoon images be accepted by the consumer and the acceptance of the children as the consumer group means the ultimate success of the package designs.Key words: Cartoon Images, Children, Package Design, Application, Consumers PsychologyIV第一章绪论一、本文的研究背景及意义“据官方数据显示，2008 年我国人口统计有 132803 万人，14 岁以下的儿童及婴 幼儿就有 38000 万人，占总人口的近 30％。随着经济发展和我国计划生育政策的大范 围成功实行，现在大部分家庭都是只有一个到两个子女，这种家庭有意愿也有能力让 自己的孩子得到更优异的生存发展环境，并且使用更加优质的产品。”①由此可以看出, 儿童产品消费市场潜力巨大，使得关注儿童类产品的生产厂家越来越多，产品和宣传 手段也表现出层出不穷。作为特殊消费群体的儿童既具有一定的共性消费特征，又具 有明显的个性化消费需求。一般物质文化的发展和精神文化的发展是相辅相承的，购 买能力的增强也让儿童消费者的眼光越来越挑剔。除了产品本身的质量，产品外包装 设计就成为消费者是否选择该产品的助推因素。儿童产品包装的设计必须具有保护产 品与刺激消费的双层功能,因此，儿童产品包装设计扮演了一个举足轻重的角色。现在 市场上儿童产品琳琅满目，种类繁多，也促进了儿童产品包装设计这一领域的深入发 展。 儿童产品包装设计应以儿童消费群体为主。充分考虑儿童的视觉认知特点和由此 产生的心理需求。根据儿童的年龄和心理特征进行个性化和系列化的包装设计。不同 年龄段的儿童，对事物的认知发展不断成熟，消费心理特点和消费行为和成人相比较 存在一定的差异性，审美喜好也在悄