用户需求下的安溪铁观音包装设计路径研究

刘渝熙; 柴智

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用户需求下的安溪铁观音包装设计路径研究
刘渝熙,柴智
福建师范大学，福州 350108

摘要:

目的为解决安溪铁观音茶叶包装设计过程中的问题，本研究提出一种集成Kano-AHP-TOPSIS的茶叶包装设计路径。方法首先，以安溪铁观音为研究对象，根据安溪铁观音消费需求，明确包装开发中视觉、功能、情感及文化等设计属性，从中总结归纳出二十二项设计中的用户需求因素，并基于Kano模型对其进行属性划分;其次，应用层次分析法(AHP)求解安溪铁观音包装设计中各需求因素权重，依据权重排序情况构思安溪铁观音包装设计方案;最后，运用AHP-TOPSIS法进行安溪铁观音包装设计方案的客观评价，以此验证所提出的路径在安溪铁观音包装设计中的可行性。结果基于Kano-AHP-TOPSIS的安溪铁观音包装设计方案均优于现有包装设计。结论基于用户需求集成的Kano-AHP-TOPSIS的茶叶包装设计路径可科学分析用户需求、合理聚焦设计因素、客观评价设计方案，可见该设计路径可为同类茶叶包装设计提供参考借鉴的思路。

关键词: 用户需求安溪铁观音包装设计 Kano AHP TOPSIS

DOI：10.19554/j.cnki.1001-3563.2024.08.029

分类号:

基金项目:教育部产学合作协同育人项目视觉传达与媒体设计实践创新课程体系改革(220405372282223)

Path of Anxi Tieguanyin Packaging Design under User Demands

LIU Yuxi, CHAI Zhi

(Fujian Normal University, Fuzhou 350108, China)

Abstract:

The work aims to propose a tea packaging design path integrating Kano AHP-TOPSIS to solve the problems in packaging design of Anxi Tieguanyin Tea. Firstly, taking Anxi Tieguanyin Tea as the research object, according to the consumption demand of Anxi Tieguanyin Tea, the design attributes of vision, function, emotion and culture in packaging development were defined, from which the user demand factors in 22 design items were summarized, and their attributes were divided based on the Kano model; Secondly, the analytic hierarchy process (AHP) was applied to solve the weight of each demand factor in the packaging design of Anxi Tieguanyin Tea, and the packaging design scheme of Anxi Tieguanyin Tea was conceived according to the weight ranking. Finally, the AHP-TOPSIS method was used to objectively evaluate the packaging design scheme of Anxi Tieguanyin Tea, so as to verify the feasibility of the proposed path in the packaging design of Anxi Tieguanyin Tea. The results showed that the packaging design scheme of Anxi Tieguanyin Tea based on Kano AHP was superior to the existing packaging design. In conclusion, the tea packaging design path of Kano-AHP-TOPSIS based on user demand integration can scientifically analyze user needs, reasonably focus on design factors, and objectively evaluate design schemes. It can be seen that this design path can provide reference ideas for similar tea packaging designs.