Relationship between Kansei value and recognition on abstract metaphorical beverage packages

Abstract

D.A. Norman emphasized that a package with metaphorical expression brings emotional (Kansei) value. Inspired by Norman’s statement, we clarify the relationship between Kansei value and recognition capability in beverage package design in abstract metaphorical method. To achieve this, we conducted a questionnaire with 9 packages (3 packages of soft drink, milk and water) based on a sample of 30 students from Future University Hakodate. All selected packages were new to the participants. Each feature was evaluated on a scale from 1 to 5 (“−2”, “−1”, “0”, “1” and “2”) according to the following 6 evaluation items: (1) metaphor level of packages, (2) abstract expression level of packages, (3) originality level of packages, (4) desiring level of packages, (5) recognition level of packages, and (6) interest level of packages. The scores of 9 packages were quantified as evaluated scores, and each package was visualized on the map with the x-axis, showing the evaluated scores of metaphor level and y-axis, the evaluated scores of abstract level. These 9 packages were separated into 2 groups: Group A—a group of abstract metaphor package and Group B—specific package group without metaphor, then these 2 groups were visualized on another x-axis (the evaluated scores of interest and originality level) and y-axis (recognition level). As a result, Group A has a high Kansei level, but its recognition level is low; Group B has a high recognition level but the Kansei level is low. Moreover, based on correlation coefficients, metaphor level has no relationship with recognition level. In comparison, abstract level has a negative relationship with recognition level. The principal component analysis (PCA) was conducted for an integrated survey. The following 2 principal components obtained “Kansei value”(with +desire level, +originality level, +interest level and +metaphor level) and “Novel”(with +abstract level, +originality level and -recognition level). And each package’s scores (x-axis) for “Kansei value” and scores (y-axis) for “Novel” was mapped. As is it shows, if a package design gets a high score of “Novel”, it will be difficult for participants to recognize what kind of beverage is. However, if a package gets a low score of “Novel”, it will be easy to recognize what kind of beverage it is, but nothing original can be seen on the package. There will be a balanced position between “high novel” and “low novel” better for users. In conclusion, designers can attract customers in a metaphorical and abstract method, but they need to be aware that the more abstract method is overused on packages, the weaker relationship between package and beverage there will be.