基于感知价值的皖北绿色农产品包装设计研究

汪天雄; 徐蒙蒙

doi:10.19554/j.cnki.1001-3563.2025.20.027

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包装工程（设计栏目） ›› 2025, Vol. 46 ›› Issue (20) : 306-317. DOI: 10.19554/j.cnki.1001-3563.2025.20.027

视觉传达设计

基于感知价值的皖北绿色农产品包装设计研究

汪天雄^*, 徐蒙蒙

作者信息 +

Packaging Design of Green Agricultural Products in Northern Anhui Based on Perceived Value

WANG Tianxiong^*, XU Mengmeng

Author information +

文章历史 +

摘要

目的基于消费者感知价值,探究皖北绿色农产品包装设计策略。方法首先进行文献调研、市场调研,以及案例分析,构建6个皖北绿色农产品包装感知价值维度。通过专家访谈归纳感知价值维度的设计需求准则,建立皖北绿色农产品包装设计需求体系并引入AHP方法获取重点设计需求准则;其次,根据消费者重点需求并综合考量农户经济利益及市场差异化消费特征,展开怀远石榴包装设计实践;最后,通过问卷调研的方式对设计方案进行验证。结果通过分析基于消费者感知价值的重点设计需求准则,明确了消费者关键需求及设计目标,有效改良怀远石榴包装设计。结论基于消费者感知价值理论,为皖北绿色农产品包装设计提供了重点设计需求准则,既有效提升了消费者的感知价值,又为农产品包装领域提供了新的思路和视角。

Abstract

The work aims to explore the packaging design strategies of green agricultural products in northern Anhui based on the consumer perceived value. Firstly, literature research, market research and case analysis were conducted to construct six perceived value dimensions of green agricultural product packaging in northern Anhui. We then summarized the design requirements for perceived value dimensions through expert interviews, established a design requirements system for green agricultural product packaging in Northern Anhui, and introduced the AHP method to obtain key design requirement criteria. Secondly, according to the key needs of consumers and taking into account the economic interests of farmers and the differentiated consumption characteristics of the market, the Huaiyuan pomegranate packaging design practice was carried out. Finally, the design was verified through a questionnaire survey. By analyzing the key design requirement criteria based on the consumer perceived value, the key consumer needs and design goals were clarified, and the Huaiyuan pomegranate packaging design was effectively improved. Based on the theory of consumer perceived value, the packaging design of green agricultural products in northern Anhui provides guidelines for focusing on design needs, effectively enhances the consumer perceived value, and also provides new ideas and perspectives in the field of agricultural product packaging.

导出引用1

汪天雄, 徐蒙蒙. 基于感知价值的皖北绿色农产品包装设计研究[J]. 包装工程. 2025, 46(20): 306-317 https://doi.org/10.19554/j.cnki.1001-3563.2025.20.027

WANG Tianxiong, XU Mengmeng. Packaging Design of Green Agricultural Products in Northern Anhui Based on Perceived Value[J]. Packaging Engineering. 2025, 46(20): 306-317 https://doi.org/10.19554/j.cnki.1001-3563.2025.20.027

中图分类号： TB482

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