Research on Optimization of Agricultural Product Packaging Design: Integrating the KANO-AHP-TOPSIS Model

This paper takes the apples of Yantai, China, as the research object, aiming to enhance the scientificity and market adaptability of agricultural product packaging design.To address the issue of insufficient innovation in existing packaging, a hybrid decision-making model integrating KANO, AHP, and TOPSIS was developed.The packaging design elements are systematically identified and quantified according to consumer demands, and the packaging design strategy is optimized.Through 278 valid questionnaire surveys combined with the KANO model, consumer demands were classified into three types: charm, expectation, and essential.This demand dimension was taken as the criterion layer content of the AHP analysis to form a multi-level evaluation system oriented by user demands.Among them, cultural demands had the highest weight (0.2182) and were the most crucial indicator for the packaging design of Yantai apples.Based on this model, two sets of packaging design schemes were developed, with existing market packaging serving as a reference.The three schemes were comprehensively ranked through the TOPSIS method.The results showed that Scheme B was the best (with a relative closeness degree of 0.8989), followed by Scheme A (with a relative closeness degree of 0.5489), and both were superior to the existing design scheme C in the market (with a relative closeness degree of 0).This study validated the feasibility and scientific soundness of the KANO-AHP-TOPSIS model in the context of agricultural product packaging design.It provides both theoretical support and practical guidance for optimizing the packaging of Yantai apples, serving as a reference for innovation in the packaging design of similar agricultural products.