Quan Huafeng, Li Yiting, Li Qin, Liu Dashuai
College of Big Data and Statistics, Guizhou University of Finance and Economics, Guiyang 550025, China.
Key Laboratory of Advanced Manufacturing Technology, Ministry of Education, Guizhou University, Guiyang 550025, China.
Foods. 2024 Nov 26;13(23):3806. doi: 10.3390/foods13233806.
Red sour soup (RSS) is a traditional food with rich cultural connotations and nutritional value, unique to the Kaili region of Guizhou Province, China. However, the existing packaging design lacks cultural characteristics and visual appeal, which greatly limits its market potential. This study proposes a systematic research framework for RSS packaging design by integrating NLP, Kansei engineering, and semiotics. First, we mined consumers' dual requirements by analyzing online reviews from e-commerce and tourism platforms using NLP and LDA. Second, we used Kansei engineering to construct a mapping model between consumers' requirements and design elements. Notably, in the semantic space, we innovatively introduced the concept of a semantic network, considering the relationships between Kansei words for the first time. Finally, we proposed integrating the four dimensions of semiotics into the four stages of design, guiding the application of batik culture in packaging design. Based on this framework, we created a set of RSS packaging designs that integrate modern design concepts and traditional Miao cultural elements. The new design showed significant attractiveness in testing, with 100% of subjects preferring it, fully demonstrating the effectiveness and consumer acceptance of our approach. This study provides new methods and ideas for packaging in the food industry, which has positive significance for the modernized marketing of traditional foods.
红酸汤是中国贵州省凯里地区独有的一种具有丰富文化内涵和营养价值的传统食品。然而，现有的包装设计缺乏文化特色和视觉吸引力，极大地限制了其市场潜力。本研究通过整合自然语言处理、感性工学和符号学，提出了一个红酸汤包装设计的系统研究框架。首先，我们使用自然语言处理和潜在狄利克雷分配算法，通过分析电子商务和旅游平台上的在线评论，挖掘消费者的双重需求。其次，我们运用感性工学构建了消费者需求与设计元素之间的映射模型。值得注意的是，在语义空间中，我们首次创新性地引入了语义网络的概念，考虑了感性词汇之间的关系。最后，我们提出将符号学的四个维度融入设计的四个阶段，指导蜡染文化在包装设计中的应用。基于此框架，我们创作了一组融合现代设计理念和传统苗族文化元素的红酸汤包装设计。新设计在测试中表现出显著的吸引力，100%的受试者表示更喜欢它，充分证明了我们方法的有效性和消费者的接受度。本研究为食品行业的包装提供了新的方法和思路，对传统食品的现代化营销具有积极意义。
