中国作为全球最大的水果生产国和消费国，近年来逐渐迈向品质化发展道路，在食品行业竞争愈发激烈的背景下，以IP构建为核心的创新方式能够打造新颖的果类食品文化符号。通过分析国内外果类食品IP形象设计现状，运用眼动仪测试实验获取用户视觉关注度焦点，采取层次分析法构建要素框架以攫取果类食品IP形象基因，进行权重求解后明确不同属性的用户需求，通过定性与定量的方法相结合，将主观的概念量化为数据，从果类食品品牌视觉符号、品牌调性、风格变迁等几大属性中深入挖掘果类食品 IP 形象的视觉体验，提出对未来国内果类食品 IP 形象设计创新路径。
Study on the Visual Experience of IP Image Design for Fruit-Based Foods
China,as the world's largest producer and consumer of fruits,is transitioning to quality development.In the increasingly competitive food industry,innovative IP-based approaches can create unique cultural symbols for fruit-based foods.This study analyzes the current state of fruit food IP image design both domestically and internationally.Eye-tracking experiments were conducted to identify user visual attention focus.The Analytic Hierarchy Process(AHP)was adopted to construct an element framework for capturing the core elements of fruit food IP images.By solving attribute weights and clarifying user needs,qualitative and quantitative methods were combined to transform subjective concepts into measurable data.The visual experience of fruit food IP images was deeply explored through key attributes such as brand visual symbols,brand tone,and style evolution.Finally,innovative pathways for domestic fruit food IP image design were proposed.
万方数据
维普
