July 26, 2016 10:20 - 11:50

Distinctive effects of visual novelty of package design between aesthetic preference and want to eat judgment

[Speaker] Matsumoto, Eriko:1
[Co-author] Kawashima, Tomoya:1,5, Takeuchi, Miho:1, Lajante, Mathieu:2, Wakabayashi, Masahiro:3, Kitaguchi, Masatoshi:3, Naito, Tomoyuki:4
1:Kobe University (Japan), 2:Graduate School of Management, University of Rennes 1 & CREM UMR (France), 3:Graduate School of Frontier Biosciences, Osaka University (Japan), 4:Graduate School of Medicine, Osaka University (Japan), 5:Japan Society for the Promotion of Science (Japan)

The purpose of this study is to evaluate the effects of visual novelty of package design on aesthetic preference and "want to eat" judgment. Forty undergraduate students were participated. The stimuli are 20 Japanese snack package; two of them were presented simultaneously for 2AFC judgement. Participants were asked to conduct preference judgement task and "want to eat" choice task. The visual complexity of each package image was measured; and deviations of the complexity from average (canonical) were used as an index of visual novelty. Also, the recognition rate of each stimulus was measured. There was a significant linear relationship between preference and visual novelty, but there was no significant effect between "want to eat" choice rate and the visual novelty. The result suggests that the visually novel design affects only on the subjective preference judgment.
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