目的 针对现代消费市场对农产品包装设计提出的视觉审美与情感共鸣新需求,旨在运用人工智能设计工具Midjourney探索,并生成符合市场需求的包装设计方案。方法 以农产品红薯包装为具体研究对象,整合了情感意向分析（KE）与层次分析法（AHP）两种方法进行综合分析。通过KE深入挖掘消费者对红薯包装的情感意向元素,进而利用AHP对这些情感意向及功能需求进行量化排序,形成指导设计实践的关键依据和决策支持。结果 结合KE的情感意向挖掘、AHP的需求排序结果与Midjourney的设计生成技术,所得到的红薯包装设计方案在视觉效果与功能性方面均达到了消费者的期望标准。然而,研究也揭示了人工智能设计工具在处理设计细节方面的某些局限性。结论 研究表明,KE与AHP的有效结合为Midjourney提供了精确且系统的设计输入,显著提高了设计产出的可控性与合理性。这不仅验证了将量化设计需求与人工智能（AI）技术相融合的有效性和可行性,还为提升农产品市场竞争力和品牌形象的包装设计提供了新的方法论支撑和实践路径。
Abstract
In response to the growing demands for visual aesthetics and emotional resonance in agricultural product packaging design within the modern consumer market, the work aims to leverage the AI design tool Midjourney to explore and generate packaging solutions that align with market needs. With sweet potato packaging as a case study, the Kansei engineering (KE) was combined with the analytic hierarchy process (AHP) for a comprehensive evaluation. KE was used to explore the emotional intent elements of consumers regarding sweet potato packaging, while AHP was employed to quantify and rank these emotional and functional needs, providing a critical basis for guiding design practice and decision-making. By combining insights from KE, AHP's needs ranking, and Midjourney's design generation capabilities, the resulting packaging design met consumers' expectations for both visual appeal and functionality. Nevertheless, the study also highlighted certain limitations of AI design tools in addressing design details. The findings demonstrate that the effective integration of KE and AHP provides Midjourney with precise and systematic design inputs, significantly enhancing the controllability and rationality of design outcomes. This not only validates the integration of quantified design needs with AI technology but also offers new methodological insights and practical strategies for enhancing agricultural product packaging design, thereby improving market competitiveness and brand image.
关键词
Midjourney /
农产品包装 /
情感意向分析 /
层次分析法 /
人工智能生成
Key words
Midjourney /
agricultural product packaging /
Kansei engineering /
analytic hierarchy process /
analytic hierarchy process /
AI-generated content
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