The guiding significance of consumer visual perception on the packaging design of cultural and creative products

Abstract

The packaging of cultural and creative products plays a crucial role in enhancing their competitiveness, with exquisite packaging significantly contributing to meeting the personalized needs of consumers and stimulating their desire to purchase. This paper examines the visual perception factors involved in the packaging design of cultural and creative products using the visual attention mechanism and categorizes the design factors according to demand using the Kano model. The hierarchical analysis method is used to determine the consumer demand weight of each design factor. The packaging solutions for cultural and creative products are finalized, and the TOPSIS method is employed to assess each solution. The hierarchical analysis model achieves consistency ratios of 0.076, 0.016, 0.003, and 0.004 for the target layer Z and the criterion layers M, O, and A, respectively, all of which are less than 0.1, thereby passing the consistency test. Among the three designed packaging schemes for cultural and creative products, scheme 1 has the largest S value, which is 0.899. Therefore, scheme 1 is the best design scheme. The existing sample scheme has a S value of 0.013, which is smaller than that of the other three design schemes. The integrated Kano-AHP-TOPSIS packaging design path’s design schemes for cultural and creative products are more likely to meet consumers’ needs, demonstrating the path’s practical feasibility and the importance of consumer visual perception in shaping packaging design for these products.

Keywords

• kano model
• hierarchical analysis method
• topsis
• cultural and creative product packaging design
• 68t01