An Evaluation of Product Images that Consumers Derive from the Design Elements of PET Bottle Drink  

Oleh:

Kuronuma, Mitsuki ; Munechika, Masahiko ; Kajihara, Chisato

Jenis: Article from Proceeding
Dalam koleksi: 12th ANQ Congress in Singapore, 5-8 Agustus 2014, page 1-8.
Topik: Kansei; Package design; PET bottle drink; Image; Design elements
Fulltext: PM2-3.3-P0262.pdf (330.97KB)

Isi artikel

Recently, package design that unites the label and physical form of PET bottle drink has received attention for its advancement of developmental technique. This increased attention reflects the fact that consumers judge a drink not only by its taste, but also by its package design, particularly when it comes to the purchase of bottled drinks. Therefore, the necessity of developing attractive package designs that reflect consumers’ Kansei ratings—product evaluations that are based on consumers’ feelings—is increasing. It is therefore appropriate for companies to create a suitable image and incorporate it into an attractive package design. However, there is currently no methodology for evaluating package design based on consumers’ emotional reactions. As such, package design is usually influenced by a process of trial and error based on designers’ subjective perceptions and experiences. Therefore, it is not clear whether most package designs accurately and effectively reflect the image of the product that they contain. Based on this background, this study evaluates the suitability of package design images based on consumer evaluations of PET carbonated drink bottles by comparing the image that the company should provide with the image that consumers derive from the present package design. Using the results of this evaluation, we present package design images that are likely to appeal to consumers and suggest how to reflect these images in package design. Finally, we propose a method for evaluating and developing package designs that are most likely to appeal to consumers

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