基于AHP-EWM的茶叶包装迭代设计需求识别研究

目的 基于受众视角识别茶叶包装的迭代设计方向,为设计师设计出符合目标受众需求的茶叶包装提供参考。方法 首先确定茶叶包装受众群体,在此基础上运用深度访谈获取目标受众对茶叶包装的需求,并利用层次分析法(Analytic Hierarchy Process,AHP)求解目标受众需求主观性权重,即目标受众对茶叶包装各项需求希望被满足的初始期望程度,然后借助熵权法(Entropy Weight Method,EWM)获取目标受众需求客观性权重,即目标受众对茶叶包装各项需求的实际关注程度,再运用折线图将受众对各项需求的主客观权重对比结果进行可视化展现,并以此为基础识别出关键需求,确定茶叶包装设计机会点,为茶叶包装的迭代设计提供参考。结论 从受众视角出发,运用定性与定量相结合的方法识别出当前茶叶包装在便携性、交互性、文化性和品牌性四个方面的关键需求,并基于目标受众的反馈总结出场景化的便携设计、多感官的交互方式、多方位解读文化属性及树立产品品牌价值4项迭代设计切入点,为设计师完善茶叶包装的迭代设计提供可参考的迭代设计路径。

Demand Identification of Iterative Design of Tea Packaging Based on AHP-EWM

The work aims to identify the iterative design direction of tea packaging based on the audience''s perspective, and provide a reference for designers to design tea packaging that meets the needs of the target audience. First, the audience of tea packaging was determined. On this basis, in-depth interviews were used to obtain the needs of the target audience for tea packaging, and the analytic hierarchy process (AHP) was used to solve the subjectivity weight of the target audience''s needs, that is, the initial degree of expectation of the target audience to meet the needs of tea packaging. And then the objectivity weight of the target audience''s needs was obtained by means of the entropy weight method (EWM), that is, the actual degree of attention of the target audience to the needs of tea packaging. Next, the line chart was used to visualize the comparison results of the audience''s subjective and objective weights for various needs. Based on this, key requirements and opportunities for tea packaging design were identified to provide reference for iterative design of tea packaging. From the audience''s perspective, qualitative and quantitative methods were combined to identify the key needs of current tea packaging in terms of portability, interactivity, culture and branding. And based on the feedback of the target audience, four iterative design breakthrough points of scenario-based portable design, multi-sensory interaction, multi-faceted interpretation of cultural attributes, and establishment of product brand value are summarized, providing designers with a reference iterative design path to improve the iterative design of tea packaging.