Research pick: Living outside the box - "Research on immersive experience of packaging design based on virtual reality and semantic segmentation algorithm"

Research in the International Journal of Industrial and Systems Engineering discusses an immersive packaging design system that brings together virtual reality (VR) and advanced image analysis to create a more intuitive and realistic way of developing new products. The research suggests that this new approach could allow designers and consumers to experience packaging in three dimensions, exploring how materials, textures, and layouts will look and work before the produced is actually manufactured.

The usual approach to design in this area relies on two-dimensional renderings that do not always capture the depth or tactile qualities of packaging. The new system overcomes these limitations by allowing users to enter a virtual environment where they can view and manipulate designs as if handling real objects. In this virtual world, the designers might look at how labelling fits around bottles or how colours behave under different lighting. From the consumers’ perspective, testers can pick up and inspect products virtually, gaining a clearer sense of scale and usability and so feed back their feelings to the designers and developers.

The research uses semantic segmentation, which automatically identifies and separates different visual elements in packaging images, the logos, text, and materials, at the pixel level for optimal precision. This approach allows each component to be edited individually within the virtual space. This means that developers don’t have to rely on static mock-ups, designers can test variations instantly, and marketing teams can assess how small adjustments might affect user perception or emotional response.

The use of virtual reality with intelligent design tools suggests a new direction for packaging design. The work marks a shift towards more interactive, human-centred design approaches that brings together creative intent and consumer experience.

The next step in the research would be to develop touch and sound feedback, so that the art of packaging design comes even closer to the sensory qualities of a real prototype in the real world.

Ye, X., Tan, J. and Du, B. (2025) ‘Research on immersive experience of packaging design based on virtual reality and semantic segmentation algorithm’, Int. J. Industrial and Systems Engineering, Vol. 51, No. 5, pp.1–18.