基于KANO-QFD的非遗品牌IP形象设计研究

苏琴; 夏倩; 魏伦; 毕钰阳

doi:10.19554/j.cnki.1001-3563.2026.14.053

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包装工程（设计栏目） ›› 2026, Vol. 47 ›› Issue (14) : 616-626. DOI: 10.19554/j.cnki.1001-3563.2026.14.053

设计研讨

基于KANO-QFD的非遗品牌IP形象设计研究

苏琴^*, 夏倩, 魏伦, 毕钰阳

作者信息 +

IP Image Design of Intangible Cultural Heritage Brands Based on the KANO-QFD Model

SU Qin^*, XIA Qian, WEI Lun, BI Yuyang

Author information +

文章历史 +

摘要

目的为构建有文化深度、有情感温度、有品牌识别度的非遗品牌IP形象,借助KANO-QFD需求驱动型设计方法,探索契合当代用户需求的非遗品牌IP形象设计策略。方法以非遗品牌鲍义兴为研究对象,基于情感三层次理论归纳原始用户需求;根据KANO模型识别需求类型,并构建QFD质量屋转化与分析具体设计要素;最后以鲍义兴IP形象设计实践验证模型的可行性与有效性。结果通过KANO-QFD综合模型构建系统性的非遗品牌IP形象设计策略,能有效提升非遗品牌IP形象的文化性、情感性与识别性。结论基于用户需求视角的KANO-QFD设计方法,实现对非遗品牌的文化深度挖掘与视觉形象重塑,助力非遗品牌在数字化语境下塑造有记忆点、有情境感的IP生态系统,为非遗品牌的IP形象设计提供了新的理论思路与实践方法。

Abstract

To develop culturally rich, emotionally resonant, and highly recognizable intangible cultural heritage (ICH) brand IP images, the work aims to employ the KANO-QFD demand-driven design methodology to explore strategies aligned with contemporary user demands. With the ICH brand "Bao Yixing" as a case study, the initial user demands were summarized based on the three levels of emotional design theory. The KANO model was then applied to classify demand types, followed by the construction of a QFD House of Quality to translate and analyze specific design elements. The feasibility and effectiveness of the model were validated through practical IP image design for Bao Yixing. A systematic approach was constructed for ICH brand IP image design through the KANO-QFD model, enhancing cultural depth, emotional appeal, and recognition of ICH brand IP images. Adopting the KANO-QFD design approach from the perspective of user demands, this work realizes in-depth cultural exploration and visual image reshaping of ICH brands and facilitates ICH brands to construct a memorable and situational IP ecosystem within the digital context, and delivers innovative theoretical frameworks and practical approaches for the IP image design of ICH brands.

导出引用1

苏琴, 夏倩, 魏伦, 毕钰阳. 基于KANO-QFD的非遗品牌IP形象设计研究[J]. 包装工程. 2026, 47(14): 616-626 https://doi.org/10.19554/j.cnki.1001-3563.2026.14.053

SU Qin, XIA Qian, WEI Lun, BI Yuyang. IP Image Design of Intangible Cultural Heritage Brands Based on the KANO-QFD Model[J]. Packaging Engineering. 2026, 47(14): 616-626 https://doi.org/10.19554/j.cnki.1001-3563.2026.14.053

中图分类号： TB472

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