Macau Pastry Brand Packaging Design Based on Kansei Engineering

HUANG Xiao; FAN Liwen; ZHAO Zhifeng

doi:10.19554/j.cnki.1001-3563.2025.24.023

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Packaging Engineering ›› 2025, Vol. 46 ›› Issue (24) : 282-292. DOI: 10.19554/j.cnki.1001-3563.2025.24.023

Visual Communication Design

Macau Pastry Brand Packaging Design Based on Kansei Engineering

HUANG Xiao, FAN Liwen, ZHAO Zhifeng^*

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Abstract

In response to emerging consumer needs, the work aims to update and design the brand packaging of Macau pastries with the method of Kansei Engineering and explore the application path of Kansei Engineering theory in brand packaging design. With the brand packaging of Macau's Chui Heong as an example, relying on the theoretical framework of Kansei Engineering, user surveys, in-depth interviews with brands and hierarchical analysis methods were comprehensively employed to clarify the design focus of visual elements, packaging structure and brand characteristics. On this basis, representative pastry packaging samples were selected, and the semantic difference method was used to implement the perceptual image evaluation, and the principal component analysis method was combined to extract the key words of user perceptual image. Further, through the hierarchical category analysis method, the key perceptual image design elements were extracted to guide the innovative design of the pastry packaging of Macau's Chui Heong. The update and optimization of the pastry packaging of Macau's Chui Heong were completed, and its effect was evaluated. This study not only responds to user needs in dimensions such as cultural connotation and practical value, but also neutralizes the conflict between retro and innovation in packaging design, demonstrating the unique value of Kansei Engineering in improving brand packaging design.

Key words

Kansei Engineering / packaging design / user needs / Macau' pastry brand

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HUANG Xiao, FAN Liwen, ZHAO Zhifeng. Macau Pastry Brand Packaging Design Based on Kansei Engineering[J]. Packaging Engineering. 2025, 46(24): 282-292 https://doi.org/10.19554/j.cnki.1001-3563.2025.24.023

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