Kansei Analysis for Package Design of Regional Product

Toshio Tsuchiya
Faculty of Economics, Shimonoseki City University, Japan

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Ingår i: 10th QMOD Conference. Quality Management and Organiqatinal Development. Our Dreams of Excellence; 18-20 June; 2007 in Helsingborg; Sweden

Linköping Electronic Conference Proceedings 26:67, s.

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Publicerad: 2008-02-15


ISSN: 1650-3686 (tryckt), 1650-3740 (online)


This paper reports experimental analysis of people’s feeling for the regional product design. There are generally two aspects in kansei/affective engineering in regional products. The one is creating of regionality and another one is generating specific regional design from the analysis of the regionality. The regionality is composed of conceptual objects that are cultural; historical and geographical things developed by the residents. The regional design means a physical or conceptual one with the aim of tourism resources. This kind of kansei engineering methodology is start from investigating the regionality for developing new concepts and design sources. Then; this paper illustrates a case study of regional products collected from souvenir shops.

The methodology used in this research is a kansei evaluation experiment and multivariate analyses. The first; this study considers the effect of design element in the package. The feelings of package design is strongly effected on the type of product when the sample contains different varieties such as sweets; processed foods; drinks and so on. People usually choice their own souvenir as memorial without practical utility. So; this paper shows product groups given by cluster analysis and the relation with the product types in order to examine the tourism resources that can effect on the difference of the customer feeling. Then; principal component analysis derives semantic factors and its relation to the sample is considered by principal component scores. The sample scores give rough approximation of the sample groups. Finally; the difference of feelings between Japanese and Chinese subjects is demonstrated from the calculated principal components of the sample group.


Package design; Regional brand; Regional resources; Multivariate analyses


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