Research and Evaluation of Multi-Sensory Design of Product Packaging Based on VR Technology in Online Shopping Environment

The development and application of virtual reality (VR) technology significantly enhances consumer immersion. Exploring a multi-sensory evaluation model for virtual packaging is valuable for integrating VR technology with packaging. This study developed a multi-sensory evaluation model for virtual packaging using the analytic hierarchy process (AHP). Eye-tracker experimentation was conducted to identify consumer attention indicators when interacting with virtual packaging. These indicators were quantified using Saaty’s nine-level importance scale and expert input, resulting in a comprehensive multi-sensory evaluation model. Subsequently, a VR shopping system focused on potato chips and cola as packaging design objects. This system was evaluated using the established model, and the results were analyzed. Based on the findings, improvements were made, and the system was re-evaluated using the modified model. The post-improvement evaluation demonstrated significantly enhanced sensory experiences. These results validate that the developed evaluation model effectively guides multi-sensory design approaches for packaging within a VR environment.