目的 探索基于CPV理论的包装视觉转译新机制,构建从感知价值到视觉符号的精准映射与智能生成路径,以实现老字号品牌价值的可视化表达与市场适应性的提升。方法 采集线上用户评价数据,运用CPV理论与KJ法构建用户需求模型,采用FAHP计算各感知价值权重锁定关键视觉转译点,将最高权重价值诉求转译Prompt,导入AIGC进行初步方案生成,基于S-O-R理论利用E-Prime软件进行用户偏好实验智能辅助的迭代优化,对生成方案进行科学评估最终完成设计落地。结果 成功构建“感知量化-价值建模-视觉转译-智能生成-科学决策”的老字号包装数智化设计模型。产出的《文墨天安》设计方案精准回应市场需求,在用户偏好实验中获得最高评分,最终被企业采纳投产,实现了文化传承、情感共鸣与商业价值的有机统一。结论 数智驱动为包装视觉转译设计提供了新的范式,为传统品牌在数字时代的视觉焕新与产业智能化升级提供有价值的方法论参考。
Abstract
The work aims to explore a new mechanism for the visual translation of packaging based on the CPV theory, and construct a precise mapping and intelligent generation path from perceived value to visual symbols, to achieve the visual expression of the brand value of time-honored brands and enhance their market adaptability. A user demand model was constructed using CPV and KJ methods based on online user comment data. FAHP was employed to calculate weight of each perceived value, identify key visual translation points, and translate the value claim with the highest weight into a Prompt. Then it was imported into AIGC for the initial scheme generation. Based on the S-O-R theory, the E-Prime software was used to conduct iterative optimization with the intelligent assistance of user preference experiments. The generated scheme was scientifically evaluated and the design implementation was finally completed. A digital and intelligent design model featuring "perceptual quantification, value modeling, visual translation, intelligent generation, and scientific decision" was successfully constructed for the packaging of time-honored brands. The resulting design, "Wenmo Tianan", precisely responded to market demands, received the highest score in the user preference experiment, and was eventually adopted and put into production by the enterprise, achieving an organic unity of cultural inheritance, emotional resonance and commercial value. Digital intelligence-driven approaches offer a new paradigm for the visual translation design of packaging, providing valuable methodological references for the visual renewal of traditional brands and the intelligent upgrading of industries in the digital age.
关键词
顾客感知价值理论（CPV） /
生成式人工智能（AIGC） /
老字号品牌 /
包装设计 /
模糊层次分析法（FAHP）
Key words
customer perceived value theory (CPV) /
artificial intelligence generated content (AIGC) /
time-honored brand /
packaging design /
fuzzy analytic hierarchy process (FAHP)
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