Emotional Design of Shanghai Style AR Interactive Packaging Based on Kano Model

WANG Jing; XU Jinyang; WU Liang

doi:10.19554/j.cnki.1001-3563.2026.04.028

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Packaging Engineering ›› 2026, Vol. 47 ›› Issue (4) : 322-336. DOI: 10.19554/j.cnki.1001-3563.2026.04.028

Visual Communication Design

Emotional Design of Shanghai Style AR Interactive Packaging Based on Kano Model

WANG Jing¹, XU Jinyang², WU Liang^1,*

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Abstract

To address the current market issues of Shanghai style packaging such as aging visual identities, lack of cultural affect, and weak interactivity, the work aims to take Generation Z as the research population and draw on the Kano model and emotional design theory to determine consumption priorities, and develop a Shanghai style themed AR interactive packaging solution. An empathy map was used to construct a behavioural profile of Generation Z. In line with the emotional design theory, affective factors were identified at the visceral, behavioural and reflective levels, followed by the administration of a Kano questionnaire. The Kano model was then applied to prioritise the questionnaire results and to categorise the attributes of affective requirements. Finally, combined with the Better-Worse coefficients, a four-quadrant analysis was constructed to rank the importance of Generation Z's affective needs. Based on Generation Z's preferences, visual elements such as Shanghai style cultural motifs and colour were optimised, and a complete proposal was delivered, comprising packaging and product design, an AR interactive animation design practice, and an evaluation of the solution. The findings indicate that the Kano model and emotional design theory are applicable to Shanghai style AR interactive packaging design and offer a transferable approach for the affective translation of other regional cultures within the digital domain.

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Shanghai style culture / augmented reality (AR) / interactive packaging / Kano model / emotional design / Generation Z

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WANG Jing, XU Jinyang, WU Liang. Emotional Design of Shanghai Style AR Interactive Packaging Based on Kano Model[J]. Packaging Engineering. 2026, 47(4): 322-336 https://doi.org/10.19554/j.cnki.1001-3563.2026.04.028

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