| 冯青,张承嫄.基于需求层次理论的传统文化特色食品包装设计[J].包装工程,2019,40(24):56-64. |
| 基于需求层次理论的传统文化特色食品包装设计 |
| Food Packaging Design with Traditional Cultural Characteristics Based on Hierarchy of Needs |
| 投稿时间：2019-10-11 修订日期：2019-12-20 |
| DOI：10.19554/j.cnki.1001-3563.2019.24.009 |
| 中文关键词: 传统文化 传统文化元素 食品包装设计 需求层次 层次分析法 模糊评价 |
| 英文关键词: traditional cultural traditional cultural elements food packaging design hierarchy of needs analytic hi-erarchy process fuzzy evaluation |
| 基金项目:国家社会科学基金艺术学项目（17CF199）；陕西省教育厅专项科研计划项目（14JK1449）；西安科技大学博士（后）启动金项目（2015QDJ006） |
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| 中文摘要: |
| 目的 具有传统文化特色的食品包装设计已经成为当今设计的趋势，如何挑选适合食品包装设计的传统文化元素，并准确地把握用户需求，获取用户需求的重要度，提高包装设计的满意度，已成为传统文化食品包装所面临的问题。方法 提出了基于需求层次理论的传统文化特色食品包装设计因素分析方法，详细阐述了用户需求层次的五个方面及具体需求，在对用户需求进行分解的基础上，运用层次分析法，构建了食品包装设计因素层次结构模型。通过建立判断矩阵和相对重要度计算，确定了用户需求的权重并排序，及其一致性检验，从而获得了设计因素的相对重要度。并依据食品包装需求建立了相应的传统文化元素库，根据调查问卷结果选择了相应的传统文化设计元素进行设计。结论 以某款月饼包装设计项目为例，根据用户调研所选择的传统文化元素对其进行了设计，并通过对设计因素的重要度排序，明确了设计方向，指导了设计方案的优化和改进，运用模糊综合评价方法对所生成的方案进行了评价，完成了最终的设计方案，验证了所提设计因素分析方法的可行性和有效性。 |
| 英文摘要: |
| Food packaging design with traditional cultural characteristics has become the trend of today's design. The work aims to solve the problems faced by traditional cultural food packaging, such as how to select the traditional cultural elements suitable for food packaging design, and accurately grasp user needs, so as to obtain the importance of user needs, and improve the satisfaction of food packaging design. A method of factor analysis for food packaging design with traditional cultural characteristics based on hierarchy of needs was put forward. Five aspects and specific requirements of user need level were elaborated in detail. On the basis of decomposition of user needs, a hierarchical structure model of factors for food packaging design was constructed with analytic hierarchy process. By establishing the judgment matrix and calculating the relative importance, the weights of user needs were determined and ranked, and their consistency checks were carried out to obtain the relative importance of design factors. Moreover, according to the requirements of food packaging, the corresponding traditional cultural elements library was established, and the corresponding traditional cultural design elements were selected for design, according to the results of the questionnaire. Taking a mooncake packaging design project as an example, the design thereof is made according to the traditional cultural elements selected by the user survey. By ranking the importance of design factors, the design direction is defined to guide the optimization and improvement of design schemes. The generated schemes are evaluated by the method of fuzzy comprehensive evaluation, and the final design scheme is completed, which verifies the feasibility and effectiveness of the proposed design factor analysis method. |
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