An Interdisciplinary Study on Experience of Visual Elements of E-commerce Multigrain Packaging

This thesis research aims to explore the visual experience characteristics and influencing factors of E-commerce Multigrain Packaging，then to summarize and generalize the visual experience pattern of E-commerce Multigrain Packaging and its design inspiration. Based on the difference between offline and online product display forms, this research uses Eye tracking technology. The research takes Multigrain Packaging design as an example, and a total of 18 Packaging images of 4 groups are selected as test samples from the typical Packaging images of various categories in the market. Eye movement data of 30 subjects are analyzed twice, and experimental data and interview results are comprehensively synthesized. As a consequence, in E-commerce Multigrain Packaging, the analysis of the influencing factors of visual experience shows that people's attention and visual experience are mainly influenced by factors such as color, text and typography, and the fragment area and packaging form also play an important role in visual communication. It is concluded that the innovative design of color, text area, and typography in E-commerce Multigrain Packaging effectively enhances people's visual experience. In addition, the importance ranking of these five aspects has been reinforced in the E-commerce environment，which can better communicate the brand value.