目的 针对地理标志农产品包装文化感知度弱、设计要素关系复杂且难以量化导致的依赖主观经验与文化符号简单堆砌等设计问题,构建一套融合用户文化感知与设计要素组合赋权的包装设计方法与评价指标体系。方法 以恩施富硒茶这一典型地理标志农产品为研究对象,运用KANO模型识别并分类用户在包装文化感知的功能与情感需求;结合AHP与DEMATEL的组合模型,量化各设计需求的权重并剖析因果影响关系,识别关键驱动因素;基于上述分析生成设计方案,并运用模糊TOPSIS法进行方案优选与验证。结果 研究明确了“图案文化性”是驱动用户文化感知与品牌认同的核心因果要素,据此输出的插画风格包装设计方案在可用性测试与文化辨识度上表现优异。结论 本研究构建的“感知-因果-设计-评价”框架,为地理标志农产品包装的文化感知提供了可量化、可阐释的设计路径,对提升区域品牌价值与实现文化传承具有实践意义。
Abstract
To address the issues of weak cultural perception in geographical indication agricultural product packaging, complex relationships among design elements that are difficult to quantify, and over-reliance on subjective experience and superficial accumulation of cultural symbols in design, the work aims to construct a packaging design method and evaluation index system that integrates users' cultural perception and combined weighting of design elements. With Enshi selenium-rich tea, a typical geographical indication agricultural product, as the research object, the KANO model was applied to identify and classify users' functional and emotional needs regarding cultural perception in packaging. An integrated AHP and DEMATEL model was then used to quantify the weights of each design requirement and analyze causal influence relationships to identify key driving factors. Based on this analysis, design schemes were generated and evaluated with the fuzzy TOPSIS method for optimization and validation. The "pattern culturality" was identified as the core causal factor driving users' cultural perception and brand identity. The illustration-style packaging design scheme derived from this finding demonstrated excellent performance in usability testing and cultural recognition. The "perception-cause- design-evaluation" framework established in this work provides a quantifiable and interpretable design pathway for enhancing cultural perception in geographical indication agricultural product packaging and holds practical significance for enhancing regional brand value and promoting cultural inheritance.
关键词
地理标志农产品 /
文化感知 /
组合赋权 /
模糊TOPSIS
Key words
geographical indication agricultural products /
cultural perception /
combined weighting /
fuzzy TOPSIS
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基金
教育部主题案例项目（ZT-2510523001）; 湖北省教育厅哲学社会科学重点项目（24D028）; 湖北省教育科学规划重点课题（2024GA056）; 湖北美术学院现代公共视觉艺术设计研究中心一般项目（JD-2025-03）; 湖北省高等学校优秀中青年科技创新团队计划项目（T2022060）; 湖北美术学院科研启动经费项目（2023038）
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