Visual Translation Design of Time-honored Brand Packaging Based on CPV in Digital Vision

YANG Rui; ZHONG Lei

doi:10.19554/j.cnki.1001-3563.2026.08.019

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Packaging Engineering ›› 2026, Vol. 47 ›› Issue (8) : 230-243. DOI: 10.19554/j.cnki.1001-3563.2026.08.019

Visual Communication Design

Visual Translation Design of Time-honored Brand Packaging Based on CPV in Digital Vision

YANG Rui, ZHONG Lei^*

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Abstract

The work aims to explore a new mechanism for the visual translation of packaging based on the CPV theory, and construct a precise mapping and intelligent generation path from perceived value to visual symbols, to achieve the visual expression of the brand value of time-honored brands and enhance their market adaptability. A user demand model was constructed using CPV and KJ methods based on online user comment data. FAHP was employed to calculate weight of each perceived value, identify key visual translation points, and translate the value claim with the highest weight into a Prompt. Then it was imported into AIGC for the initial scheme generation. Based on the S-O-R theory, the E-Prime software was used to conduct iterative optimization with the intelligent assistance of user preference experiments. The generated scheme was scientifically evaluated and the design implementation was finally completed. A digital and intelligent design model featuring "perceptual quantification, value modeling, visual translation, intelligent generation, and scientific decision" was successfully constructed for the packaging of time-honored brands. The resulting design, "Wenmo Tianan", precisely responded to market demands, received the highest score in the user preference experiment, and was eventually adopted and put into production by the enterprise, achieving an organic unity of cultural inheritance, emotional resonance and commercial value. Digital intelligence-driven approaches offer a new paradigm for the visual translation design of packaging, providing valuable methodological references for the visual renewal of traditional brands and the intelligent upgrading of industries in the digital age.

Key words

customer perceived value theory (CPV) / artificial intelligence generated content (AIGC) / time-honored brand / packaging design / fuzzy analytic hierarchy process (FAHP)

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YANG Rui, ZHONG Lei. Visual Translation Design of Time-honored Brand Packaging Based on CPV in Digital Vision[J]. Packaging Engineering. 2026, 47(8): 230-243 https://doi.org/10.19554/j.cnki.1001-3563.2026.08.019

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