Study on Evaluation System for Wuhan Gift Product Design from a Semiotic Perspective

WANG Tianjia; SHI Yaxuan

doi:10.19554/j.cnki.1001-3563.2026.08.046

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Packaging Engineering ›› 2026, Vol. 47 ›› Issue (8) : 527-541. DOI: 10.19554/j.cnki.1001-3563.2026.08.046

Design Intelligent Innovation·Digital Intelligence and National Trend: Design and Engineering Innovation of Intelligent Cultural and Creative Consumer Products from the Perspective of Jingchu Culture

Study on Evaluation System for Wuhan Gift Product Design from a Semiotic Perspective

WANG Tianjia^1*, SHI Yaxuan²

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Abstract

The work aims to establish a scientific and systematic evaluation system for urban gift product design to address the current issues in urban gift product design evaluation, which relies heavily on subjective judgment while lacking a systematic theoretical framework and quantitative analysis tools, so as to provide theoretical support for urban gift selection and product design optimization, and enrich the research perspectives on urban gift product development. Adopting semiotics as the theoretical framework and integrating multi-source data research, an evaluation indicator system covering three dimensions of semantic symbols, visual symbols, and experiential symbols was constructed. The Analytic Hierarchy Process (AHP) was employed to determine indicator weights, while the Fuzzy Comprehensive Evaluation Method was introduced to select representative products for empirical testing. Questionnaire surveys were conducted to validate data reliability and validity. The evaluation framework comprises three criteria levels and ten sub-criteria levels. Weight calculations revealed that visual symbols held the highest weight at the criteria level, with color achieving the highest weight at the sub-criteria level. Empirical evaluation results indicated that the selected samples achieved relatively high overall scores, with semantic and visual symbols performing well, while experiential symbols scored lower, identifying this as the core direction for product design optimization. The evaluation system constructed in this study combines scientific rigor with practical applicability. It provides a quantitative basis for the localized expression of regional culture in city gifts and offers a reference paradigm for quality optimization of similar city gift products domestically.

Key words

semiotics / Wuhan Gifts / product evaluation / analytic hierarchy process / fuzzy comprehensive evaluation

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WANG Tianjia, SHI Yaxuan. Study on Evaluation System for Wuhan Gift Product Design from a Semiotic Perspective[J]. Packaging Engineering. 2026, 47(8): 527-541 https://doi.org/10.19554/j.cnki.1001-3563.2026.08.046

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