目的 针对儿童药品包装色彩失调、辨识度低、互动缺失三大痛点,提升其服药依从性和家长决策效率。方法 基于色彩心理学,开展市场样本分析,包括321份家长问卷和46名儿童访谈,提出“色彩-图形-互动”一体化策略。结果 高饱和主色与味觉联想可缓解负面情绪;系列化色彩结合几何动物图形可以显著提升货架识别率;通过包装结构的动态开合设计和阶梯式色彩奖励机制,有效增强了儿童的服药参与感和长期依从性。结论 该策略兼顾情感安抚、信息高效传达和行为引导,形成了可推广的儿童友好型包装设计范式。
Abstract
The work aims to address the three critical shortcomings in children's medicine packaging, including dysfunctional color schemes, low recognizability, and lack of interactive engagement, so as to enhance children's medication compliance and improve parents' decision-making efficiency. Based on color psychology, the market sample analysis was conducted, involving 321 parent questionnaires, and interviews with 46 children. Then, an integrated "Color-Graphics-Interaction" design strategy was proposed. The use of high-saturation primary colors combined with taste associations was found to effectively alleviate negative emotions. Serialized color schemes integrated with geometric animal graphics significantly enhanced on-shelf identification. Furthermore, dynamic structural transformations and a progressive color-coded reward system effectively increased children's engagement and long-term medication compliance. The proposed strategy successfully integrates emotional comfort, efficient information communication, and behavioral guidance, establishing a replicable paradigm for child-friendly packaging design.
关键词
色彩心理学 /
儿童药品包装设计 /
服药依从性 /
包装辨识度 /
互动设计
Key words
color psychology /
children's medicine packaging design /
medication compliance /
packaging recognition /
interactive design
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基金
四川省高校哲学社会科学重点研究基地工业设计产业研究中心课题（GYSJ2024-16）; AIGC数字媒体技术应用教学团队项目（MCJXT202403）; 绵阳城市学院区域文化创意设计校外实习实训基地项目（MCJDXM2024024）
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