Influence of Letter Design Elements in Transparent Package for Tomatoes on Consumer Kansei

Abstract

This study attempted to clarify the influence of design elements, such as the size, spacing, position, and color of letters in a product name and transparent packages in vegetables, on consumer kansei, as a foundational study for developing a support system for package design evaluation. We focused on tomatoes, which are widely consumed in the market, as the target product and created packages in which the above design elements were quantitatively changed according to the visual characteristics. The images captured at the time were adopted as the presentation stimulus group and were evaluated in terms of five kansei evaluative metrics: willingness to purchase, preference, impression, luxury, and cuteness. The relationship between the evaluation results and the design elements was analyzed. The results revealed that changes in the size of the characters in the product name affected consumer kansei. The characters’ position and color affected consumer kansei positively and negatively, depending on the conditions. Therefore, certain design elements of Tomato’s transparent packaging, namely the product name in large characters, easily distinguishable colors, and placement of the name in easily visible locations, enhance the willingness to buy in consumer kansei.