Article: Research on immersive experience of packaging design based on virtual reality and semantic segmentation algorithm Journal: International Journal of Industrial and Systems Engineering (IJISE) 2025 Vol.51 No.5 pp.1 - 18 Abstract: The rapid advancement of digital technology is revolutionising packaging design through the integration of virtual reality (VR) and semantic segmentation. Traditional two-dimensional design methods are inadequate for accurately conveying three-dimensional structures, textures, and product intricacies, This study presents an immersive packaging design system that leverages VR and deep learning-based semantic segmentation to address these limitations. The system was developed through a structured approach involving framework analysis, extensive data preparation, model training, and the creation of interactive VR environments. A user study with 50 participants demonstrated significant improvements in comprehension (average score: 4.2 vs. 3.0), satisfaction (4.0 vs. 2.8), engagement (4.1 vs. 2.5), and task efficiency (15 minutes to 10 minutes). An empirical case with a beverage brand further validated its effectiveness, showing increased consumer satisfaction, understanding, engagement, purchase intent. These results underscore the system's potential to enable intelligent, personalised, and immersive packaging design experiences. Inderscience Publishers - linking academia, business and industry through research

Title: Research on immersive experience of packaging design based on virtual reality and semantic segmentation algorithm

Authors: Xiao Ye; Jing Tan; Bichun Du

Addresses: Academy of Fine Arts, Chongqing Preschool Education College, Chongqing 404000, China ' Academy of Fine Arts, Chongqing Preschool Education College, Chongqing 404000, China ' Academy of Digital Media Art Industry, Chongqing Preschool Education College, Chong Qing Shi, Shapingba District, 400044, China

Abstract: The rapid advancement of digital technology is revolutionising packaging design through the integration of virtual reality (VR) and semantic segmentation. Traditional two-dimensional design methods are inadequate for accurately conveying three-dimensional structures, textures, and product intricacies, This study presents an immersive packaging design system that leverages VR and deep learning-based semantic segmentation to address these limitations. The system was developed through a structured approach involving framework analysis, extensive data preparation, model training, and the creation of interactive VR environments. A user study with 50 participants demonstrated significant improvements in comprehension (average score: 4.2 vs. 3.0), satisfaction (4.0 vs. 2.8), engagement (4.1 vs. 2.5), and task efficiency (15 minutes to 10 minutes). An empirical case with a beverage brand further validated its effectiveness, showing increased consumer satisfaction, understanding, engagement, purchase intent. These results underscore the system's potential to enable intelligent, personalised, and immersive packaging design experiences.

Keywords: virtual reality; VR; semantic segmentation algorithms; package design; immersive experiences.

DOI: 10.1504/IJISE.2025.149319

International Journal of Industrial and Systems Engineering, 2025 Vol.51 No.5, pp.1 - 18

Received: 22 Apr 2025
Accepted: 05 May 2025
Published online: 24 Oct 2025 *

Title: Research on immersive experience of packaging design based on virtual reality and semantic segmentation algorithm

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