Consumers’ Visual Kansei Evaluation and Factors in Transparent Tomato Packages: Focusing on Product Name Design and Pattern Design
Year: 2025
Type: article
Abstract: In this study, as part of the basic research to develop a package design evaluation support system, we aimed to clarify the effects of design elements such as pattern size, spacing, position, and color on consumers’ Kansei in transparent tomato packages. Using tomatoes, which are widely consumed in the market, as the target product, we created and presented packages in which the above design elements were quantitatively varied based on visual characteristics, as well as conducted visual Kansei evaluation experiments with five Kansei evaluation indices. The results revealed that changes in the pattern size and color had an impact on consumers’ Kansei. Furthermore, we found optimal design conditions for each evaluation.
Authors: Hiro HIYAMA, Tomoharu ISHIKAWA, Kakeru SHONO, Miyoshi AYAMA
Institution: Utsunomiya University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4411636191