Enhancing Consumer Engagement through Kansei Engineering: A Novel Approach to Sago Rice Packaging Design

Abstract

The purpose of this study was to produce a sago rice packaging design that suits consumer preferences using the Kansei Engineering method. This study employed a survey method and quantitative analysis. The Kansei words selected in this study included communicative, transparent, informative, practical, safe, brightly colored, attractive, innovative, size-appropriate, unique, strong, creative, distinctive, patterned, and protective of the product (15 words in total). The design elements and sub-elements identified from 10 samples of analog rice packaging were packaging materials (aluminum foil and plastic), labels (digital printing and stickers), packaging forms (standing pouches, side gusset pouches, and sachets), and colors (many colors (>3 colors), few colors (2-3 colors), and plain). The packaging design desired by consumers, based on conjoint analysis, reflected the Kansei words practical, attractive, innovative, unique, creative, distinctive, and patterned. Consumers preferred packaging made of aluminum foil, labeled with digital printing, in the form of a standing pouch, and featuring many colors (>3 colors).