Kano需求模型在静宁苹果包装设计中的应用研究

Application of Kano Demand Model in Jingning Apple Packaging Design

目的 运用Kano模型确定消费者对静宁苹果包装的情感化需求优先级,设计一款具有静宁地域文化特色的苹果包装。方法 对消费者进行需求调研,基于情感化设计理论构建消费者需求要素层次模型分析消费者需求,结合Kano模型敏感度排序明确最终设计要素,围绕静宁剪纸的题材选择、构成形式等方面进行深入研究,提取出静宁剪纸的文化内涵与寓意,最终通过模糊综合评价法对方案进行评价。结果 借助Kano模型使包装需求分析流程更加客观、完善,结合当地民间艺术实现苹果包装设计地域化的探索与实践,为当地文化的后续传承提供积极的参考价值。结论 通过Kano模型的拓展研究,为静宁苹果包装设计提供了参考;有效避免了单一Kano模型结果获取过于主观的缺陷,有助于聚焦目标消费者所需的设计要素。

The work aims to determine the emotional demand priority of consumers for Jingning apple packaging by Kano model,and design an apple packaging that represents the culture characteristics of Jingning region.Firstly,a de-mand survey on consumers was conducted,a hierarchy model of consumer demand elements based on emotional design theory was built to analyze consumer demand,and the final design elements were determined in combination with Kano model sensitivity ranking.Then,in-depth research on the theme selection,composition form and other aspects of Jingning paper-cut was conducted,the cultural connotation and moral of Jingning paper cutting were extracted,and finally the scheme was evaluated through the fuzzy comprehensive evaluation method.The process of packaging demand analysis was more objective with the help of Kano model.Meanwhile,the exploration and practice of apple packaging design re-gionalization combined with local folk art provided a positive reference value for the follow-up inheritance of local cul-ture.Through the extended research of Kano model,it provides a reference for Jingning apple packaging design.It effec-tively avoids the problem that the results of a single Kano model are too subjective to obtain,which helps focus on the design elements required by target consumers.