The Effect of Face Illustrations in Package Design on Product Evaluation

Abstract

In this study, we compared and evaluated whether different facial expressions on the package resulted in different evaluations of the confectionery by presenting participants in the experiment with different facial expressions on a fictitious package and conducting a pairwise evaluation. In the result, it revealed differences in the evaluation of “visual taste” and “familiarity” depending on differences in facial expression, although the effects of the combination and individual differences in preference were also observed. As for the influence of each part of the face, it was found that the mouth part influenced “familiarity,” while the eye part had a significant influence on the “visual taste” evaluation. This suggests that having a face on the confectionery package with an appropriate facial expression for the product itself will help people feel more comfortable with the product and understand information such as the type and strength of the product’s flavor.