基于层次分析与民间艺术的上海土特产糕团包装设计研究

目的 运用层次分析法确定消费者对上海土特产金山焋糕包装的情感化需求优先级，并通过金山农民画艺术因子转译的方式完成包装设计实践，为上海土特产包装的情感化及民族化设计提供相对客观科学的研究思路。方法 首先基于情感化设计理论构建消费者需求要素层次模型，计算出各要素的重要度排序。接着基于层次分析法的数据结论，提出包装视觉设计借鉴金山农民画艺术形式的设想。最后围绕金山焋糕的民俗特征及制作场景，提取出金山农民画典型艺术因子，完成金山焋糕纸盒和纸袋的包装设计。结果 借助层次分析法使包装需求分析流程更加客观、完善。结合地方民间艺术实现土特产包装设计民族化的探索与实践，力求为设计赋能乡村振兴提供积极的参考价值。

Packaging Design of Shanghai Specialty Cake Balls Based on Analytic Hierarchy Process and Folk Art

The paper aims to use analytic hierarchy process (AHP) to determine the priority of consumers'' emotional demand for the packaging of Jinshan Cake, a local specialty of Shanghai, complete the packaging design practice by translating the artistic factors of Jinshan farmers'' painting, and provide relatively objective and scientific research ideas for the emotional and national packaging design of Shanghai local specialty. Firstly, the hierarchy model of consumer demand elements is constructed based on the theory of emotional design, and the order of importance of each element is calculated. Then based on the data of analytic hierarchy process, the paper proposes the idea of drawing lessons from the artistic form of Jinshan farmers'' painting for packaging visual design. Finally, based on the folk characteristics and production scenes of Jinshan cake, the typical artistic factors of Jinshan farmer''s paintings are extracted to complete the packaging design of Jinshan cakecarton and paper bag. The process of packaging demand analysis is relatively objective and perfect with the help of analytic hierarchy process. Combined with local folk art to achieve the local specialty packaging design nationalization exploration and practice, the paper strives to design for rural revitalization to provide positive practical significance and reference value.