盲盒不“茫”——亚文化视角下盲盒设计的来路与去向

Blind Box Is Not Blind—The Origin and Destination of Blind Box Design from the Perspective of Subculture

摘要: 近年来随着潮玩盲盒消费在青年群体中的兴起，有关盲盒的诟病和争议也在热潮下屡见不鲜。梳理盲盒设计的历程演变，可以发现其历经“潮”因子、“热”席卷、“冷”疲软三个阶段。盲盒设计逻辑在心理上表现为新奇消费的成瘾机制，在情感上表现为趣缘群体的社交链接，但手办与盒子间的“弱关系”组合拼贴，也会衍生出“亡”盒的风险。本文试图提出盲盒设计功能化和盲盒设计叙事化两大策略，以期为未来盲盒设计优化提供参考。

Abstract: In recent years, with the rise of blind box consumption among young people, criticisms and disputes about blind boxes are also common under the upsurge. By combing the evolution of blind box design, we can find that it has gone through three stages: “tide” factor, “hot” sweep and “cold” weakness. The logic of blind box design is psychologically manifested as the addiction mechanism of novel consumption and emotionally as the social link of interesting groups, but the weak relationship between figure and box will also lead to the risk of “dead” box. This paper attempts to put forward two strategies, namely, functional design and narrative design, in order to provide reference for the optimization of blind box design in the future.