Packaging Design Evaluation in Japan and Thailand:#NAME?

概要

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This paper presents the characteristics of design evaluation of Japanese and Thais toward soft drink plastic bottles distributed in the Japanese and Thai markets. In the research of images, the findings indicate that Japanese and Thais have different image structures of plastic bottle packaging. By using factor analysis, three factors are extracted in each group respectively. Japanese consumers image consists of Health, Refinement and Density factors, while Thai consumers image consists of Aesthetic, Natural and Showiness factors. In the overall design evaluation, the findings reveal that stylish packaging with unique shapes and label expressions tends to have a high visual appeal to both groups. Additionally, packaging with delicate expressions tends to have a higher value among Japanese, while packaging, creating a strong impression with bold shapes and color expressions, tends to have a higher value among Thais. The correlation between the overall design evaluation marks and the image structure of packaging indicates that Refinement and Health factors affect design evaluation of Japanese and only Aesthetic factor affects that of Thais.