A method for revising package image colors to express brand perceptions better
A method for revising package image colors to express brand perceptions better
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DOI：
10.1002/col.22400
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发表时间：
2019-10
影响因子：
1.4
通讯作者：
Miwa Tokutake;T. Kajiyama;N. Ouchi
中科院分区：
文献类型：
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作者：
Miwa Tokutake;T. Kajiyama;N. Ouchi
产品包装是品牌塑造的重要元素，直接影响产品销售。我们开发了一种创建包装图像的方法，可以更好地表达品牌感知，从而激励购买行为并增加销售。该方法的工作原理是用一种更好地表达品牌感知并且适合目标产品的颜色来替换与品牌感知不同的颜色。通过对160名参与者进行问卷调查，确定了消费者感知的品牌认知。我们建立了两个数据库：颜色与代表各种内在情感状态的典型形容词的对应关系的颜色数据库和目标产品的特征数据库。使用这些数据库，我们将适当的颜色应用于包装（提供信息或包含徽标的区域除外），以更准确地表达品牌感知。我们通过两个实验来评估这种方法，一个是96名参与者，以确定改变包装颜色如何改变观众对产品的印象，另一个是7名设计专家，以确定这种方法如何帮助他们模拟包装设计。结果显示，展示一个适当的修改后的包装形象减少了差距之间的品牌感知和印象后，观看包装形象，并给设计专家新的想法，包装设计。
Product packaging is an important element for branding that directly affects product sales. We have developed a method for creating package images that better express brand perception as a way to motivate purchasing behavior and increase sales. The method works by replacing a color that gives an impression different from the brand perception with one that better expresses the brand perception and that is appropriate for the target product. Brand perceptions perceived by consumers were identified by administering a questionnaire to 160 participants. We constructed two databases: a color database of the correspondence between colors and typical adjectives representing various inner emotional states and a feature database for target products. Using these databases, we applied appropriate colors to packaging (except for areas providing information or containing the logo) to express brand perceptions more accurately. We evaluated this method by performing two experiments, one with 96 participants to determine how changing a package color changed the viewer's impression of the product and the other with seven design experts to determine how this method could help them simulate package design. The results revealed that displaying an appropriately revised package image reduced the gap between the brand perception and the impression obtained upon viewing the package image and gave design experts new ideas for package design.