Extraction of Colors Expressing Taste Impression and Product Information for Applying to Beverage Package Images

Abstract

The motivation for this research was to create product packages that better represent the qualities of the product. A method was devised for extracting colors expressing consumer taste impressions from product reviews and product information from brand websites and applying the colors to the original package image. A database was prepared for expressing the relationships between colors and impression words given by colors and then used to select two replacement colors per package. The feature colors of the original package image were replaced with the replacement colors on the basis of color discrimination. Experiments performed with 20 participants and four green tea beverage packages. The revised package images gave stronger impressions of product taste and information, better balanced expectation and satisfaction because of reduction in the gap between the impressions given by the package and the impressions after drinking, and increased purchase intention especially for new customers.