2021 年 25 巻 2 号 p. 30-38
This study examined the benefits of additional extrinsic cues on meat packaging and the influence of informative content labels on consumer’s perception based on product quality. A total of 227 participants were shown various fresh meats packaging labels, termed “product infographic labeling” in the experimental stages of both design and content created as ordinary labeling. We conducted a survey, which was followed up with interviews to help analyze customer behavior and other ideas and beliefs. In addition, we conducted tests and collected and analyzed data to indicate and identify significant points showing additional extrinsic cues pertaining to product information by using repeated analysis of variance (ANOVA) and additional analysis through the eye-tracking data method. The analyzed eye-tracking data showed that visual attention was significantly devoted to an additional infographic label. When these additional data were analyzed through the ANOVA method we discovered that the infographic approach on meat packaging positively influenced consumer’s perception of product quality. Furthermore, the research discovered that the proportionality ratio of an area of interest on meat packaging affects how consumers interpret and process product quality. Additionally, an infographic labeling approach for meat packaging can decrease average time consumption on consumers’ purchasing behavior of meat products by 53.55%. As a result, we provide a design reference for meat product labeling and positioning placement to promote consumers’ perception of product quality. These findings lend valuable data that highlight how infographic labeling design has a greater impact on general product evaluation and quality expectations.