A Method for Creating Package Images that Reflect Consumer Taste Impressions

Abstract

SUMMARYProduct packaging is a significant factor in a buyer's purchasing decision. We have developed a method for creating package images reflecting consumers' taste impressions that balances the need to provide product information and the need to motivate purchasing. It uses a database showing the correspondence between adjectives and colors as extracted from consumer reviews. This correspondence is used to revise the colors in the original package image. Evaluation was done by having 40 participants drink target beverages and answer questions before and after drinking regarding their impressions of the taste and their desire to drink the beverage. The results revealed that displaying appropriately revised images reduced the gap between the expected taste when viewing the image and the actual taste. Displaying appropriately revised images should motivate purchasing decisions as well as increase product satisfaction. key words: package image, taste, adjective, user review, color psychology