基于改进AHP法的农旅产品包装设计策略探析

On the Packaging Design of Agri-Tourism Products Based on Improved AHP Method

基于改进AHP法构建农旅产品包装设计的系统框架,可为农旅产品的包装设计提供借鉴。论文通过钻石模型及多种调研方法明确产品定位,剖析用户需求,转译为设计要素并构建设计要素的层级模型,进而建立判断矩阵推算设计要素的权重和重要性排序。排序结果显示:包装色彩搭配要素是最重要的,满足包装礼品互赠的情感价值;其次,赋予包装农旅融合的文化价值及商业价值是基本要求,绿色生态的质感能为包装增色。在该排序指导下生成的设计方案评分优秀。通过设计实例证明了基于改进AHP法的包装设计框架能够有效提升农旅产品的包装品质,具有可行性。

This paper is to construct a systematic framework for the design of packaging for agricultural tourism products based on the improved AHP method.By combining the diamond model,the fuzzy comprehensive evaluation model,and the improved AHP method,this paper develops a systematic framework for the design of packaging for agricultural tourism products and serves as a guide for doing so.First,the product positioning is clarified by using the diamond model and a variety of research techniques.Next,user needs are analyzed,translated into design elements,and a hierarchical model of design elements is established.Finally,a judgement matrix is established to determine the weights and importance rankings of the design elements.Ranking results indicate that the matching color component is the most crucial,followed by the emotional value of fulfilling the mutual gift value of the packaging,the cultural and commercial value of giving the packaging,the integration of agriculture and tourism,and the green ecological texture,which can give the packaging color.The design example demonstrates the viability and effectiveness of the packaging design framework based on the revised AHP method for packaging agricultural tourist products.