The ludic paradigm: visual styles and aesthetic predictions in packaging design

Abstract

Amid aesthetic fatigue induced by AI, consumer demands have shifted from passive visual stimulation toward active experiential depth. Grounded in Werbach’s gamification framework, this study introduces the “Ludic Paradigm” to examine the playful turn in contemporary packaging design, deconstructing it into three dimensions: visual play emphasizes the cognitive decoding of packaging’s graphic symbols, spatial play centers on the narrative construction and exploration of packages, and behavioral play engages packaging’s interactive mechanisms. Ultimately, this paradigm reveals how packaging design addresses post-digital consumers’ profound desire for authentic playable experiences, providing a methodological reference for packaging design innovation.