A comparative research between the Japanese and Chinese people on an impression evaluation of package design

- Through the example redesigning a package of a chocolate-cookie manufactured in Hokkaido for Chinese tourists -

Abstract

Impressive differences to package design between the Japanese and Chinese people are clarified as follows in this paper. First, we clarify the preference for package design of the Chinese/Japanese people by using questionnaire. Then design elements which attract the Chinese people are extracted, and the elements are applied to redesign of a package of a chocolate-cookie manufactured in Hokkaido for the Chinese people. Finally, we test both the original and redesigned packages of the chocolate-cookie to the Chinese/Japanese subjects, and clarify the impressive differences.