Research On Package Design Evaluation System

As the termination of the marketing activities and the only medium between consumers and product, packaging is playing an increasingly important role in product promotion and brand construction for corporation with the development of market economy, and packaging strategy is becoming an important competitive means to many enterprises. Packaging design process has become a process to build up product image and to satisfy the needs of the consumers. By exquisite form, rational structure, attracting logo, proper text and bright color, a good package design can not only accurately deliver commodity and business information, but also meet the psychological needs of consumers. For enterprises and designers, what needs special attention is how to evaluate a product's package.This paper aims to establish a scientific, rational, simple, operational, objective and accurate system about the evaluation of package design, which will provide a basis for evaluation of design concept. As a result, enterprises and designers can be more objective in the assessment of package design, and consciously control the design process. Instead of relying on subjective feelings, they will use scientific analysis to evaluate the design. The system can also offer valuable thinking for the evaluation of package design.Based on the practical value of package, the author establishes a package design evaluation system which has practical value, economic value, aesthetic value, psychological value, brand value, environmental value, original value and social value, concerning interests of the enterprises, dealers, consumers and the society. Using the multi-hierarchical grey evaluation method, the paper mainly studies the practical value, aesthetic value, psychological value, brand value and environmental value of the package. In a word, firstly, this paper uses AHP to confirm the weight value of each evaluation index, while using grey evaluation method to define the weight vector of first level evaluation index, and to carry out a comprehensive assessment. This method takes into account all the evaluation factors, and retains all the information of all levels in the evaluation process, so the evaluation results are accurate, objective and credible. Finally, on the basis of the theory of multilevel grey evaluation method, the paper gives two examples about the use and improvement of package design to prove the effectiveness of the system.