IP Image Design of Intangible Cultural Heritage Brands Based on the KANO-QFD Model

SU Qin; XIA Qian; WEI Lun; BI Yuyang

doi:10.19554/j.cnki.1001-3563.2026.14.053

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Packaging Engineering ›› 2026, Vol. 47 ›› Issue (14) : 616-626. DOI: 10.19554/j.cnki.1001-3563.2026.14.053

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IP Image Design of Intangible Cultural Heritage Brands Based on the KANO-QFD Model

SU Qin^*, XIA Qian, WEI Lun, BI Yuyang

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Abstract

To develop culturally rich, emotionally resonant, and highly recognizable intangible cultural heritage (ICH) brand IP images, the work aims to employ the KANO-QFD demand-driven design methodology to explore strategies aligned with contemporary user demands. With the ICH brand "Bao Yixing" as a case study, the initial user demands were summarized based on the three levels of emotional design theory. The KANO model was then applied to classify demand types, followed by the construction of a QFD House of Quality to translate and analyze specific design elements. The feasibility and effectiveness of the model were validated through practical IP image design for Bao Yixing. A systematic approach was constructed for ICH brand IP image design through the KANO-QFD model, enhancing cultural depth, emotional appeal, and recognition of ICH brand IP images. Adopting the KANO-QFD design approach from the perspective of user demands, this work realizes in-depth cultural exploration and visual image reshaping of ICH brands and facilitates ICH brands to construct a memorable and situational IP ecosystem within the digital context, and delivers innovative theoretical frameworks and practical approaches for the IP image design of ICH brands.

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KANO-QFD / IP image design / intangible cultural heritage brand / Bao Yixing

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SU Qin, XIA Qian, WEI Lun, BI Yuyang. IP Image Design of Intangible Cultural Heritage Brands Based on the KANO-QFD Model[J]. Packaging Engineering. 2026, 47(14): 616-626 https://doi.org/10.19554/j.cnki.1001-3563.2026.14.053

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