ペットボトル緑茶飲料の外観から感じる味の印象に及ぼすパッケージカラーの効果

抄録

The effects of package color on taste impression by appearance of plastic bottled green tea were studied. In Experiment 1, participants rated the taste impressions (sweetness, astringency, mellowness, refreshment, umami, strength, flavor, quaffableness, liking) by appearance of plastic bottled green tea with nine color packages (red, orange, yellow, green, blue, purple, brown, black, and white). It was showed that the ratings varied with color for all these taste impressions. In Experiment 2, AHP (Analytic Hierarchy Process) procedure was used to investigate how participants evaluated their preference for colors. Three kinds of taste impressions (sweetness, strength, and quaffableness) were designed as evaluation items in AHP. The results revealed that green color made a favorable impression on all evaluation items. Cluster analysis was then applied to assess potential individual difference of the preference for taste impressions. It was shown that evaluation pattern could be classified mainly into three types (high scores on sweetness, strength, or quaffableness, respectively), and that there may be differences of the preference for colors among different types of the preference for taste impressions.