Research On Tea Packaging Design Based On Kansei Engineering

With the improvement of living standard,People not only pay attention to material consumption but also gradually turn to spiritual and cultural consumption,paying more and more attention to the cultural connotation and emotional needs behind the products.Kansei engineering theory,which combines qualitative and quantitative research methods,has become an important research topic in the field of design at present,but the application of Kansei engineering in packaging design field is seldom studied.Therefore,based on the kansei engineering system,this paper took the tea packaging design as an example,and used Procrustes analysis to select the representative subjective psychological image vocabulary of consumers.Through eye tracking technology,the design characteristics of packaging were discussed and analyzed.Quantitation Theory Type I was used to construct the regression correlation between consumer emotional response and design elements.The validity and applicability of the model were evaluated.Combining brainstorming association and Quantitation Theory Type I,innovative design of tea packaging was carried out.It is summarized as follows:(1)Obtain consumers' emotional response to tea packaging.Six representative samples of tea packaging were selected,and 11 initial emotional vocabularies were obtained by card classification and semantic difference.The sum of squares of residuals was calculated by Procrustes analysis,and the importance of kansei images was ranked.Successfully revealed the five most important emotional factors consumers have for tea packaging:Elegant-Rude,Concise-Complicated,Natural-Artificial,Inspirational-Rigid,Manual-Mechanical.(2)Extraction of key design elements of tea packaging.With the help of eye tracking technology,four eye movement indicators with significant differences were screened out:Time to First Fixation,First Fixation Duration,Total Fixation Duration and Fixation Count.Fast and effective identification of the main four categories of tea packaging design factors affecting consumers'visual changed:packaging background color,trademark or logo location,product name location and product name font,lay the foundation for the building of the next model.(3)The establishment and verification of relationship model between tea packaging design elements and kansei image.Construct a quantitative type I mathematical model between key design elements(packaging background,Logo location,product name location and product name font)and kansei image(elegant,concise,natural,spiritual and handmade).The results showed that the complex correlation coefficient(r)was between 0.883 and 0.987,and the determination coefficient(r2)was between 0.780 and 0.975.The model had high reliability and could be used for fitting and predicting tea packaging.Based on the orthogonal experimental design method,representative design samples of tea packaging were obtained,and the"Concise"perceptual image was taken as an example to investigate and verify the applicability of the model.The results show that the simplicity of tea packaging based on this model is the best.(4)Innovative design of tea packaging.Combining the conclusions of mathematical models and brainstorming associations,we started with the creative design of tea packaging from the aspects of packaging text,color,graphics and innovative structure design.