基于Kano模型的海派AR交互式包装情感化设计研究

汪靖; 徐晋炀; 吴亮

doi:10.19554/j.cnki.1001-3563.2026.04.028

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包装工程（设计栏目） ›› 2026, Vol. 47 ›› Issue (4) : 322-336. DOI: 10.19554/j.cnki.1001-3563.2026.04.028

视觉传达设计

基于Kano模型的海派AR交互式包装情感化设计研究

汪靖¹, 徐晋炀², 吴亮^1,*

作者信息 +

Emotional Design of Shanghai Style AR Interactive Packaging Based on Kano Model

WANG Jing¹, XU Jinyang², WU Liang^1,*

Author information +

文章历史 +

摘要

目的针对当今市场上海派包装视觉形象老化、文化情感缺失以及互动机制薄弱等问题,以Z世代群体为调研对象,运用Kano模型和情感化理论确定其消费优先级,设计一款海派主题的AR交互式包装。方法首先,借助用户移情图构建出Z世代群体的行为图谱,结合情感化理论将其从本能层、行为层、反思层三个方面确定出情感化要素并进行Kano问卷发放;其次,运用Kano模型对问卷结果进行优先级划分,确定情感化需求属性类别;最后,结合Better-Worse系数构建四象限分析,对Z世代群体的情感化需求进行重要度排序。结果根据Z世代群体的偏好,对海派文化元素、色彩等视觉方面进行优化,提供完整的包装及产品设计、AR交互式动画设计实践方案和方案评价。结论 Kano模型和情感化理论适用于海派AR交互式包装设计,可为其他地域文化在数字化领域的情感化转译提供借鉴思路。

Abstract

To address the current market issues of Shanghai style packaging such as aging visual identities, lack of cultural affect, and weak interactivity, the work aims to take Generation Z as the research population and draw on the Kano model and emotional design theory to determine consumption priorities, and develop a Shanghai style themed AR interactive packaging solution. An empathy map was used to construct a behavioural profile of Generation Z. In line with the emotional design theory, affective factors were identified at the visceral, behavioural and reflective levels, followed by the administration of a Kano questionnaire. The Kano model was then applied to prioritise the questionnaire results and to categorise the attributes of affective requirements. Finally, combined with the Better-Worse coefficients, a four-quadrant analysis was constructed to rank the importance of Generation Z's affective needs. Based on Generation Z's preferences, visual elements such as Shanghai style cultural motifs and colour were optimised, and a complete proposal was delivered, comprising packaging and product design, an AR interactive animation design practice, and an evaluation of the solution. The findings indicate that the Kano model and emotional design theory are applicable to Shanghai style AR interactive packaging design and offer a transferable approach for the affective translation of other regional cultures within the digital domain.

导出引用1

汪靖, 徐晋炀, 吴亮. 基于Kano模型的海派AR交互式包装情感化设计研究[J]. 包装工程. 2026, 47(4): 322-336 https://doi.org/10.19554/j.cnki.1001-3563.2026.04.028

WANG Jing, XU Jinyang, WU Liang. Emotional Design of Shanghai Style AR Interactive Packaging Based on Kano Model[J]. Packaging Engineering. 2026, 47(4): 322-336 https://doi.org/10.19554/j.cnki.1001-3563.2026.04.028

中图分类号： TB482

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