THE RELATIONSHIP BETWEEN CULTURAL ELEMENTS, DESIGN ELEMENTS, AND AESTHETIC EXPERIENCES IN CULTURAL CHINESE LIQUOR PACKAGES

抄録

In order to assist designers and managers in improving the aesthetic experience of cultural packaging, this study investigated the cultural Chinese liquor packaging (CCLP) from the perspective of cultural spatial levels. Using a questionnaire survey, it firstly investigated whether customer's aesthetic experience varied with outer and inner levels of cultural elements within CCLP. Additionally, it explored the interactions between cultural elements, design elements, and aesthetic experience within CCLP when it is equipped with two levels of cultural elements. The results showed that: (1) there was no significant difference between different levels of cultural elements in generating aesthetic experiences in CCLP, which indicated a certain spatial level of cultural elements do not have an inherent superiority in staging aesthetic experiences. And (2) according to the correspondence of design element's performance and evoked aesthetic experience, this study classified CCLP's design elements based on Kano's model. This classification can provide important reference for designers, as it implies multiple design elements' different priorities when staging aesthetic experience and guides designer's efforts, facilitates design work efficiency, and encourages effectiveness.