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Research on the Influence of Packaging Visual Elements on the Consumers' Taste Image Judgment - Take the colors and patterns of canned beer as an Example -

포장의 시각적 요소가 소비자의 미각 이미지 판단에 미치는 영향 연구 - 캔 맥주 포장의 색채와 패턴을 중심으로 -

  • Liu, Yuan. (Department of Comprehensive Design, Dong-Eui University) ;
  • Oh, YongKyun (Department of Comprehensive Design, Dong-Eui University)
  • 유원 ;
  • 오용균
  • Received : 2021.07.14
  • Accepted : 2021.10.16
  • Published : 2021.10.30

Abstract

The visual design elements of packaging play an vital role in attracting consumers' attention, forming their sense of pleasure and sensory expectations, as well as having an important impact on the actual product experience. This study aims to explore whether the colors and textures in the packaging design elements of canned beer will affect consumers' senses, judgments and taste perception of canned beer. Participants in Survey I (N=193) evaluated their expectations for beer freshness, softness, bitterness and alcohol content by observing the packaging of canned beer, then recorded whether they could get the expected experience when tasting beer, and evaluated their preference and purchase intention. In the Survey II, 4 kind of colors and 2 types of texture shapes were applied, and all participants were provided with the same beer for multivariate cross contract analysis to evaluate the specific impact of color and texture of packaging design elements on consumers' taste and the interaction between sensory judgment and taste perception.The results showed that both colors and textures had a significant affect on the sensory expectation (pre-tasting score) of canned beer, but their effects on the sensory score after tasting (actual perception)were inobvious. The analysis of the influence of the interaction between color, texture and shape on taste perception shows that when the expected packaging appearance perception is similar to the actual drinking perception (i.e., straight line and B/G or arc line and Y/R), it is more likely to obtain consumers' favor and higher purchase intention evaluation than the inconsistent canned beer packaging (i.e., straight line and Y/R and arc line and B/G). This paper discusses the influence of these results on the packaging design of canned beer and the possibility of improving the brand efficiency by meeting the visual elements of packaging design expected by consumers.

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