目的 探索地域文化符号在农副产品包装中的视觉转化路径,提升包装的地域文化表现力与用户情感共鸣,最终助力产品销售。方法 以徽州金氏祠堂撑拱纹样为设计来源,通过图像采集与数字化处理构建视觉元素库;采用亲和图法归纳用户感性词汇,结合CRITIC法赋权,建立情感评价体系;运用QFD方法构建视觉元素与感性词汇匹配矩阵,筛选高关联度视觉纹样并应用于农副产品包装设计中;最终通过用户与专家评分开展设计方案验证。结果 方法提炼出的四类高匹配视觉纹样中,明确了“地域性”“传统性”在感性词汇中的高权重地位,并且设计方案在六项可行性指标中得分均在4分以上,表现出良好用户认可度。结论 基于CRITIC-QFD模型的包装设计路径可有效实现地域文化符号的情感映射与可视化转化,验证了传统纹样在农副产品包装中具备良好的应用潜力与可持续性,为设计实践提供了可复制的科学方法。
Abstract
The work aims to explore the visual transformation path of regional cultural symbols in agricultural product packaging, and enhance the cultural expressiveness and emotional resonance of packaging design, thereby supporting product marketing. Taking the bracket pattern from the Jin Ancestral Hall in Huizhou as the design source, a visual element library was established through image collection and digital processing. User perceptual vocabularies were summarized using the affinity diagram method, and an emotional evaluation system was constructed based on weighted values determined by the CRITIC method. The QFD approach was then employed to build a matching matrix between visual elements and perceptual vocabularies, identify high-correlation visual patterns, and apply them to agricultural product packaging design. Finally, both user and expert evaluations were conducted to validate the design outcomes. Among the four categories of highly matched visual patterns extracted through this method, "regionality" and "traditionality" were identified as perceptual attributes with high weight values. The proposed design schemes achieved average scores above 4.0 across six feasibility indicators, demonstrating strong user recognition and acceptance. In conclusion, the packaging design approach based on the CRITIC-QFD model effectively realizes the emotional mapping and visual transformation of regional cultural symbols. It verifies the strong application potential and sustainability of traditional patterns in agricultural product packaging and provides a replicable and scientific methodology for future design practices.
关键词
撑拱纹样 /
客观赋权方法（CRITIC） /
质量功能展开法（QFD） /
包装设计
Key words
bracket pattern /
criteria importance through intercriteria correlation (CRITIC) /
quality function deployment (QFD) /
packaging design
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基金
国家社会科学基金一般项目（22BSH085）
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