Impact of Regular Pattern Design on Kansei Evaluation in Tomato Packaging

Abstract

In this study, conducted as basic research to develop a package design evaluation support system, our aim was to clarify the effects of design elements such as size, spacing, position, and color of patterns on consumers' kansei in transparent vegetable packages. Targeting tomatoes, a widely consumed product in the market, we created and presented various packages where these design elements were quantitatively manipulated according to visual characteristics. Subsequently, we conducted visual sensory evaluation experiments using five indices. The results revealed that changes in pattern size and appropriate color choices significantly influenced consumer kansei. Specifically, a larger pattern size positioned at the edge of the package, along with colors evocative of tomatoes, were identified as key design elements in the transparent tomato packaging that increase consumers' willingness to purchase the product.