Exploration And Application Based On The Sense Of Sight And Taste Synesthesia Psychology In Canned Beer Packaging Design

Customer·s standards of choosing commodities are increasely risingcurrently, especially in symbolized society. Enterprises· product sellingprinciple not only is Quality is Everything·, but also includes EmotionalSelling·, in order to obtain largest market share. Customers are attracted byproduct·s brand spirit, which reflected through product·s packaging design.Designers· responsibilities are using color·, taste·, voice· and feeling·imbedded in packaging design to please and impress customers, in order tostimulate purchasing under the pressures of high amounts of similarproducts competition. Under this background, this dissertation focuses onanalyzing how synesthesia (the sense of sight and the sense of taste) affectssensibility products· packaging design, because synesthesia psychology isimportant in guiding and stimulating purchase as one of key methods of Emotional Markting·.A successful application of synesthesia psychology in sensibilityproducts· packaging design could effectively evoke customers· responses in physiology identity, psychology identity and culture/values identity.Based on above three identities, this dissertation aims to reach conclusionsregarding the application of the sense of sight and the sense of tastesynesthesia in sensibility products· packaging design. Canned beerpackaging is sentibility product·s representative in this research. Beerbrewing company could get guidance from analysis involved in theresearch. They are the correlation analysis beween vision variables andtaste variables based on canned beer samples, the relationship analysis ofpackaging color and taste speculation and the establishment of tasteevaluation criteria for well-selling beer.5main research methods involved in this research are KJ method incategorizing collected beer samples, SD method in designing sampleevaluation questionnaires, Cronbach’sα method in testing questionnaire sreliability analysis, Pearson method in calculating correlation analysisbetween vision variables and taste variables and Factor analysis method inestablishing taste evaluation criteria.