摘要
目的探讨虚拟现实(VR)技术在包装展示设计中的创新应用,推动包装设计向个性化、艺术化与科技化的方向发展,提升消费者体验与品牌营销效果。方法通过案例分析与对比研究,结合“故宫文创粽子VR包装”设计实践,从理论价值、实践应用及技术实现等角度,系统探讨VR技术在包装设计中的应用路径,涵盖设计流程、技术工具与实践方法。结果VR技术能够突破传统包装物理限制,实现从传统静态平面向动态三维交互的数字化转变,有效提升了消费者的品牌认知和购物体验。结论本研究提出的VR包装展示设计流程为行业实践操作提供了明确的指导。同时,对未来VR与AR技术融合的应用前景进行了展望,为包装设计的数字化转型提供了理论与实践参考。
The work aims to explore the innovative application of virtual reality(VR)technology in packaging display design,promote packaging design to the direction of individualization,art and technology,and improve consumer experience and brand marketing effects.Through case analysis and comparative research,combined with the design practice of"Forbidden City Cultural and Creative Zongzi VR Packaging",from the perspectives of theoretical value,practical application and technical realization,the application path of VR technology in packaging design was systematically discussed,covering the design process and technical tools and practical methods.Results showed that VR technology could break through the physical limitations of packaging,realize the digital transformation from static plane to dynamic three-dimensional interaction,and effectively improve consumers'brand awareness and shopping experience.In conclusion,the VR packaging display design process proposed in this study provides clear guidance for the industry's practical operation.At the same time,the application prospect of the integration of VR and AR technology in the future is prospected,which provides theoretical and practical reference for the digital transformation of packaging design.
作者
李莉
LI Li(Faculty of Art and Design,Shanghai Business School,Shanghai 200233,China)
出处
《包装工程》
北大核心
2025年第22期561-572,624,共13页
Packaging Engineering
基金
2024年度上海市级项目资助项目(AG2512213340204)。
关键词
VR技术
包装设计
展示方式创新
数字化转型
VR technology
packaging design
display innovation
digital transformation
