Under the dual background of rural revitalization and generational shifts in consumption, Gen Z, as an emerging dominant consumer group, is reshaping the aesthetic logic and functional orientation of agricultural product packaging. Firstly, an evaluation system for iterative packaging design is constructed based on semi-structured interviews and questionnaires conducted with 100 Gen Z participants. Secondly, the Best-Worst Method (BWM) is employed to calculate the subjective weights, quantifying users’ expected preferences, while the improved CRITIC method is used to determine objective weights, reflecting their actual attention levels. A visual comparison of subjective and objective weights is then conducted to identify the key requirement indicators. Subsequently, Mengling selenium-rich apple packaging is used as a design carrier to carry out practical design, and the design effectiveness is evaluated using the Fuzzy Comprehensive Evaluation (FCE) method. This research establishes a four-stage iterative design framework comprising requirement identification, weight determination, design implementation, and effectiveness evaluation, providing both theoretical and methodological support for rural brand development and agricultural consumption upgrading.