Satisfying Consumer Preferences: The Packaging Design of Guizhou Red Sour Soup.

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.