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標題Title: A Study on Difference of Kansei Imageries Based on the Degree of Involvement—Using Chocolate Package as An Example
作者Authors: 黃綝怡,管倖生..等
上傳單位Department: 視覺傳達設計系
上傳時間Date: 2009-12-1
上傳者Author: 黃綝怡
審核單位Department: 視覺傳達設計系
審核老師Teacher: 黃綝怡
檔案類型Categories: 論文Thesis
關鍵詞Keyword: Involvement, Design elements, Kansei engineering, Package design
摘要Abstract: The study probes into the difference of Kansei evaluation between the high and low personal involvement groups. In this case, considering that chocolate is a Kansei commodity that requires imagery and sensitivity; chocolate packaging is taken as the case of this study. The visual design elements of the package are closely linked with the innermost thoughts and feelings of the consumers. In addition to letting the designer know what the consumers think or feel, the result of the study is also expected to be able to promote an affixture value towards chocolate packaging.
The remarkable results of the study are as follow:
1. The package design of the chocolate
Presently, regarding the item of 「title」, ‘English’ is commonly used. The ‘closed-window’ category is often used in the item of ‘window design’. ‘Warm color series’ are preferred for the 「color series」, the ‘centered text typography’, ‘square-shaped box’ and ‘paper-material package’ are also commonly used in 「text editing」, 「package style」 and 「package material」 respectively.
2. The relationship between the Kansei imageries and visual design elements of the chocolate package:
Ordinary people taking part in the evaluation indicated that the most concrete connection between the visual design elements and ‘contemporary and classical’ Kansei words are showed in typography, color quantity and the text's title elements. The visual design elements of packaging style, the language of the title and the ratio of the pictures to letters are showed more important in ‘rational and perceptional’ Kansei evaluation. The typography, packaging style, and color quantity are showed more important in ‘individual or popular’ Kansei evaluation.
3. The difference between the Kansei chocolate packaging evaluation groups of high and low personal involvement:
(1) ‘Contemporary and classical’ Kansei evaluation:
In the 「text design」, the high personal involvement groups thought that ‘construction of straight lines’ will emphasize positive direction (the classical feeling); consequently negative direction (the contemporary feeling) will be reduced. For the 「window design」, they also had a perception that ‘open-window’ can increase the positive direction (the classical feeling), while ‘closed-window’ will increase the negative direction (the contemporary feeling). In the other hand, the low personal involvement groups thought in reverse.
(2) ‘Rational or emotional’ Kansei evaluation:
They are mostly the same, but there is a difference in the image group , the high personal involvement groups considered that ‘pictures’ will add more value to the emotional feeling; but ‘illustration plus picture’ will add more value to negative direction (rational feeling). While, coincidentally, the low personal involvement group’s thoughts were contrary to those of the high personal involvement group. Besides, the high personal involvement group had different opinions about the 「color series」, they felt that ‘cool color series’ are able to give more emotional feeling (positive direction), while the low personal involvement group thought that those ‘cool color series’ will give more value towards the rational feeling.
(3) ‘Individual or popular’ Kansei evaluation:
Both have the things in common, but as for the 「packaging style」, the high personal involvement group considered that ‘square-shape boxes’ will increase the sense of popularity (positive direction); ‘bags’ will increase the sense of individuality (negative feeling). While, the low personal involvement group thought in opposite way.
4. The relevance of the high and low personal involvement group to essential elements of the visual design:
In summary; the elements of packaging, typography, and color quantity definitely have a certain influence towards the Kansei evaluation. Hence, if these three items exist, then a certain and obvious influence on the high and low personal involvement groups will appear.

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