Studies on the Development of Rejuvenation Design Style of Shanghai Culture Time-Honored Brands Based on VAR Model

In this paper, firstly, AHP hierarchical analysis was used to understand young people’s needs for new Shanghai culture products and their concerns about the integration of new Shanghai culture elements into the design process. The relationship between different new Shanghai culture product design styles and product experience is generated using the VAR model based on the comprehensive evaluation of product experience. The findings indicate that the corresponding design styles have an effect on the product experience, which aids in the subsequent innovation and development of new Shanghai culture design. Also, the results show that a total of 32 demands were obtained by expanding from four dimensions: appearance, function, psychology, and economy. Finally, it was found that three elements, such as high color saturation, variety of colors, and centered patterns, have a significant positive influence on young people’s product experience (P<0.05).