Packaging Design of Geographical Indication Agricultural Products Integrating Cultural Perception and Combined Weighting

HUANG Lei; WU Yonghao; ZHAO Shuguang

doi:10.19554/j.cnki.1001-3563.2026.08.043

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Packaging Engineering ›› 2026, Vol. 47 ›› Issue (8) : 494-504. DOI: 10.19554/j.cnki.1001-3563.2026.08.043

Packaging Design of Geographical Indication Agricultural Products Integrating Cultural Perception and Combined Weighting

HUANG Lei¹, WU Yonghao^1*, ZHAO Shuguang²

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Abstract

To address the issues of weak cultural perception in geographical indication agricultural product packaging, complex relationships among design elements that are difficult to quantify, and over-reliance on subjective experience and superficial accumulation of cultural symbols in design, the work aims to construct a packaging design method and evaluation index system that integrates users' cultural perception and combined weighting of design elements. With Enshi selenium-rich tea, a typical geographical indication agricultural product, as the research object, the KANO model was applied to identify and classify users' functional and emotional needs regarding cultural perception in packaging. An integrated AHP and DEMATEL model was then used to quantify the weights of each design requirement and analyze causal influence relationships to identify key driving factors. Based on this analysis, design schemes were generated and evaluated with the fuzzy TOPSIS method for optimization and validation. The "pattern culturality" was identified as the core causal factor driving users' cultural perception and brand identity. The illustration-style packaging design scheme derived from this finding demonstrated excellent performance in usability testing and cultural recognition. The "perception-cause- design-evaluation" framework established in this work provides a quantifiable and interpretable design pathway for enhancing cultural perception in geographical indication agricultural product packaging and holds practical significance for enhancing regional brand value and promoting cultural inheritance.

Key words

geographical indication agricultural products / cultural perception / combined weighting / fuzzy TOPSIS

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HUANG Lei, WU Yonghao, ZHAO Shuguang. Packaging Design of Geographical Indication Agricultural Products Integrating Cultural Perception and Combined Weighting[J]. Packaging Engineering. 2026, 47(8): 494-504 https://doi.org/10.19554/j.cnki.1001-3563.2026.08.043

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