A Kansei Engineering Study of Saffron Packaging Design

Abstract

Kansei Engineering was used to research the relationship between design elements and their emotional impressions in the design of saffron packaging. A preliminary study was conducted to define the target market of saffron; to determine the most important design elements of the existing packaging of saffron on the Greek market; and to better define the product domain for a follow-up study of saffron packaging on the international market. The follow-up study examined products with a glass-jar as primary package shown in the preliminary study to be the consumers’ most preferable. The study determined the most important design elements of saffron products and evaluated them in accordance with the consumers’ emotional preferences. Design recommendations pertaining to such elements as label background color, type of closure, tamper-proof seal, and the presence of an eco label and expanded information about the product were formulated.