Liquor packaging design optimization based on KANO model

According to the characteristics of consumers’ visual consumption in the era of e-commerce, combined with the practical needs of liquor packaging design, this paper started from the interdisciplinary theoretical framework by improving Kano model and Better-worse coefficient analysis, and carried out quantitative stratification and priority reconstruction of Dukang wine packaging design needs. It is found that consumers’ demand for liquor packaging design presents a priority sequence of "essential attribute > charm attribute > expected attribute", while "modern element integration", "process safety" and "traditional pattern reconstruction" constitute the necessary demand threshold for packaging design. Based on this paper, it is suggested that the packaging design of Dukang wine should pay attention to the synergistic mechanism of visual attraction, cultural identity and ethical value.