A LOOK FOR DESIGN FACTORS OF PACKAGES BY MULTIVARIATE ANALYSIS METHODS

In order to detect causal relationships between latent traits of sensual impressions for a color and physical characteristics constructing it, it is a common practice first to extract latent factors by a factor analysis method and secondly to clarify the causal relationships by a regression analysis method. This paper presents a multivariate statistical technique to detect the influence of the physical characteristics to the latent factors simultaneously which treats the physical characteristics as experimental factors in a $L_{27}$ factorial design and analysis the effects of the factors to the latent trait scores by an ANOVA.