An integrated group decision-making method for brand packaging design effect evaluation based on the 2-tuple linguistic Pythagorean fuzzy sets

Abstract

In the current era of economic and cultural globalization, the demand for packaging design is increasing, and the packaging design requirements for brands and products in the entire consumer market are becoming increasingly strict and refined. Designers are facing one greater challenge after another. Packaging design, as a comprehensive discipline that integrates commerce, culture, and art, diverse cultural forms and elements will run through the entire process of brand packaging design. Good products need to be sold through good channels in order to achieve greater value. As a bridge connecting products and the market, the role of packaging design is even more evident. It can not only improve the recognition of products, but also help enterprises stand out among many similar products, thereby increasing product value. The brand packaging design effect evaluation is a classical multiple attribute group decision making (MAGDM) problem. This paper extends the EDAS method to the 2-tuple linguistic Pythagorean fuzzy sets (2TLPFSs). On the basis of the original EDAS method, 2-tuple linguistic Pythagorean fuzzy EDAS (2TLPF-EDAS) method is built for MAGDM. Finally, a case study for brand packaging design effect evaluation show that the new method proposed in this paper is reasonable.