Effect of English notation and cursive readability in beverage product names on attractiveness

Abstract

In the case of products with a Japanese image, there is a concern that foreign language descriptions aimed at enhancing fashionability will cause a mismatch in the image. These will reduce the attractiveness of the product. However, existing literature has little discussion of these negative aspects. Therefore, in this study, we conducted a randomized controlled trial to clarify the influence of English writing and cursive writing on product attractiveness, targeting tea product names. As a result, the adoption of only Japanese as the language has increased the attractiveness. Regarding cursive, we confirmed that even if the readability was impaired, the attractiveness was not affected. The results suggests that design should be decided appropriately considering negative effects such as non-conformity of product image.