目的 针对PET电解质饮料包装轻量化后,握持支撑感减弱、开启反馈模糊与密封可信度下降等感知风险,构建一套将用户需求非线性满意度特征传递至设计要素并按感官通道差异化分配设计资源的量化方法。方法 通过市售样品调研与用户旅程分析定位13项关键需求;采用Kano模型问卷完成需求分类与满意度系数计算;基于两层四维度参数修正QFD改进率,得到工程要素权重;在质量屋输出端增设感知补偿层,按触觉、视觉、听觉、数字四类通道分配设计权重。结果 13项需求呈必备型收敛、期望型稳定、魅力型放大的3层结构。通道优先级依次为数字、视觉、触觉、听觉。据此完成结构信任修复、视觉认知优化与体验价值转译3层设计,均超目标满意度。结论 该方法能有效定位感知衰减环节、量化需求非线性属性并差异化配置感官设计资源。在维持触觉基础性能的前提下,通过视觉与数字通道补偿实现减材与用户体验的平衡,为快消品包装轻量化设计提供可复用的工程化设计工具。
Abstract
Lightweight design of PET electrolyte beverage packaging often leads to poor holding support, vague opening feedback and reduced sealing perception. To address these tactile defects, the work aims to establish a quantitative method to transmit nonlinear satisfaction characteristics of user requirements to design elements and allocate design resources differentially according to sensory channels. Thirteen core user demands were summarized through market research and user journey analysis. The Kano questionnaire was adopted to conduct demand classification and calculate satisfaction coefficients. The improvement rates of QFD were revised based on a two-layer and four-dimension parameter system to obtain the weights of engineering elements. A perception compensation layer was added at the output end of the house of quality, and design weights were allocated across four channels: tactile, visual, auditory and digital. The thirteen demands exhibited a three-layer structure: convergence of must-be demands, stability of one-dimensional demands, and amplification of attractive demands. The channel priorities were in the order of digital, visual, tactile and auditory. Based on this, three-layer designs including structural trust repair, visual cognition optimization and experience value translation were implemented, and all achieved satisfaction levels exceeding the target values. This method can effectively identify perception-attenuation links, quantify the nonlinear attributes of demands, and allocate sensory design resources in a differentiated manner. While maintaining the basic tactile performance, the balance between material reduction and user experience is achieved via compensation through visual and digital channels. It provides a reusable engineering-oriented design tool for the lightweight design of fast-moving consumer goods packaging.
关键词
轻量化PET包装 /
用户旅程图 /
Kano模型 /
质量功能展开（QFD） /
感知补偿
Key words
lightweight PET packaging /
user journey map /
Kano model /
quality function deployment (QFD) /
sensory compensation
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基金
河南省哲学社会科学规划年度项目（2022CYS055）
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