Abstract
This study explored the visual images that affect middle-aged and elderly consumer groups in organic food packaging design, and summarized the happiness of visual design elements for organic food as a reference for design. This study used expert interviews, the KJ method to collect image vocabulary and select representative samples, and the Semantic Differential method (SD method) to evaluate the happiness image of organic food. Then, the questionnaire survey method was used to investigate the subjects’ attention regarding happiness in the visual design elements of organic food. This study adopted one-way ANOVA to understand the differences of consumers’ visual images for different organic food packages. The results show that the living patterns of the consumer groups in organic food packaging design can be classified into four groups. The “Self-actualization Group” thinks that happiness organic food packaging is healthy, reassuring, environment-friendly, healing, comfortable, and novel. The “Caring for Health Group” believes that happiness organic food packaging is healthy, reassuring, and environmentally friendly. The “Lohas Food Safety Group” believes that happiness organic food is packaged in a healthy, simple, and environment-friendly way. The “Extroverted Loyalty Group” believes that happiness organic food packaging is healthy, comfortable, professional, simple, environment-friendly, and novel.
Highlights
The global population aging problem is becoming more and more serious, and various countries are gradually moving towards a super-aged society; 13 countries will reach the standard of a super-aged society by 2020 and 34 countries will reach the standard by 2030 [1]
The more specific the visual image is conveyed on the packaging, the easier it is for the receiver to understand, and while visual symbols will have different meanings and opinions for people according to the influence of personal experience and cultural background, it does not mean that the cognition of everyone is different, as people still have a common experience [16]
Based on expert interviews and the literature review, this study integrated the visual design elements of happiness in organic food packaging [29,30], drew up 19 questions for analysis, and used a Likert five-point scale for testing, where the purpose was to learn about the importance subjects attached to the design elements of happiness in organic food packaging
Summary
The global population aging problem is becoming more and more serious, and various countries are gradually moving towards a super-aged society; 13 countries will reach the standard of a super-aged society by 2020 and 34 countries will reach the standard by 2030 [1]. In view of people’s increasing awareness of health and the aging population, the market demand for organic and health care products is increasing rapidly. People have paid more and more attention to active and positive psychology. Various disciplines and fields have paid more attention to the research on happiness. In the design field, packaging is considered to be the performance space that can show “happiness design” [2]; packaging can convey the information of commodities and affect consumers’ feelings towards the products. In addition to helping people have the positive effects of calmness, inspiration, and revelation by combining material happiness with spiritual happiness, packaging can make people’s brain waves show a gradually activated state when the packaging design initiates the tactile, auditory, and olfactory senses to stimulate appreciation [3,4]. Tphaecksaugcicnegss.fuTlhheapspuicnceessssfpualckhaagpinpginceosnstapinacskmaagtienrgialcaonndtasipnisritmuaalteerleiaml eanntsd, asnpdirciotunavleyeslehmapenptins,esasntdo mcoindvdeley-sahgaedppainndesesldtoermlyidpedolep-laeg, ewdhaicnhdneoldt oenrllyypimeopprolev,ews hsoicchianl oant odnelcyoinmompriocvbeesnseofictisa,litaanldsoecboanlaonmceisc pbeeonpefliet’ss, iint nalesroebmaolatniocness,ptheoups,leim’s pinrnoverinegmtohteiiornhse, athltuhsp, ismycphroolvoignyg, tshpeiririthueaal lstahtipssfayccthioonlo,gayn,dspqiuriatluitayl otspoafutliriinspffevoaes[c8setit]oi.ognBfa,attaeshneetddhseoqtnuuvdiatshyluietaywalfoaiomsfrelatimofgeeeis[nn8tvt]ih.eoasBnttaeigasdeaffdrteeecsottenhamertcihdhvedimsaluefoo-aatrligevimemadteianoagntnei,odstnhteehelddapterrreialmsyfefaeaccrroyctnhmpsumuimdropdetoilrves-aegatrogioofeundtph, setahnsientdupoderryligdmaweanrarliyycs fcooondsupmacekraggrionugpdseisnigonrg, aannidc sfouomdmpaarcikzaegtihneghdaepspiginne, sasnodfsvuimsumaladriezseigthneelements for organic food as a reference for design
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