Evaluation Study on Package Design Based on the Correlation Between Vision and Taste

Through the Product Development of the Craft Beer "Shiro-Kamata"

Abstract

We attempted to evaluate package design from the perspective of the correlation between visual and taste through the product development of the craft beer “Shiro-Kamata.” We investigated the correlation between visual and taste through correlation analysis, network analysis, and factor analysis of the results of a survey on consumers' visual and taste impressions. For “Shiro-Kamata,” we found a weak correlation between the visual “exhilaration” and the taste “umami.” We also found that it is highly likely that the visual “splendor” and the taste “umami” influence the desire to repurchase.