Research on the Construction of a Multimodal Interactive Packaging Design Evaluation System Based on AHP-FCE

The digital age has transformed product packaging from static containers into dynamic interactive media. However, traditional evaluation methods are often limited to visual aesthetics and fail to systematically quantify these complex and subjective user experiences. To address this gap, this study constructs a scientific evaluation model specifically tailored for multimodal packaging, based on the "Perception-Behavior-Emotion" theoretical framework and encompassing 15 specific indicators. Methodologically, this study innovatively combines the Analytic Hierarchy Process (AHP) to determine indicator weights and the Fuzzy Comprehensive Evaluation (FCE) method to quantify vague user feedback. An empirical analysis of the "NOTES IPA Guitar Beer" packaging verifies the effectiveness of the model. The research indicates that "Behavioral Interaction" (weight: 0.539) significantly outweighs the traditional "Perceptual Experience" (0.164), suggesting that smooth interaction and operability have become the primary drivers of user satisfaction. Consequently, this study offers critical practical implications: designers must prioritize technical stability and interaction fluency over mere surface styling. Furthermore, the model provides enterprises with a powerful, data-driven decision-making tool, enabling more effective resource allocation and risk mitigation in the development of innovative digital packaging.