Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Kansei engineering toolkit for the packaging industry

Kansei engineering toolkit for the packaging industry Purpose – The purpose of this paper is to describe the Kansei engineering toolkit that has been developed to provide a set of tools and techniques to support better packaging design. Design/methodology/approach – The toolkit has its foundations in Kansei engineering but the work has extended the scope and increased reliability of results by: including structured linkages to designers; replacing “highest level Kansei ” from Kansei type 1 with brand values; introducing a more structured process for the elicitation of type 2 selection of pack physical properties; reducing the complexity of the semantic differential survey used to elicit consumer perceptions; and structuring a process for selection of the Kansei words. Findings – The work has shown that the proposed toolkit is able to support the design of packaging by illustrating the process with industrial case studies. Research limitations/implications – Kansei engineering and the techniques presented in this toolkit are inevitably simplifications of the real situation, since many more variables affect the consumers purchase decision than is tested in this process. There is still a need to test the insights gained by the toolkit into a wider investigation. Practical implications – This paper offers the packaging industry a robust and repeatable method to develop better packaging. Originality/value – The paper presents an overall description of the Kansei engineering toolkit for packaging design and is a structured process that provides quantitative results for the relationship between branding, consumer perception and design variables. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The TQM Journal Emerald Publishing

Kansei engineering toolkit for the packaging industry

The TQM Journal , Volume 20 (4): 17 – Jun 13, 2008

Loading next page...
 
/lp/emerald-publishing/kansei-engineering-toolkit-for-the-packaging-industry-9tYusa9odH

References (10)

Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1754-2731
DOI
10.1108/17542730810881357
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to describe the Kansei engineering toolkit that has been developed to provide a set of tools and techniques to support better packaging design. Design/methodology/approach – The toolkit has its foundations in Kansei engineering but the work has extended the scope and increased reliability of results by: including structured linkages to designers; replacing “highest level Kansei ” from Kansei type 1 with brand values; introducing a more structured process for the elicitation of type 2 selection of pack physical properties; reducing the complexity of the semantic differential survey used to elicit consumer perceptions; and structuring a process for selection of the Kansei words. Findings – The work has shown that the proposed toolkit is able to support the design of packaging by illustrating the process with industrial case studies. Research limitations/implications – Kansei engineering and the techniques presented in this toolkit are inevitably simplifications of the real situation, since many more variables affect the consumers purchase decision than is tested in this process. There is still a need to test the insights gained by the toolkit into a wider investigation. Practical implications – This paper offers the packaging industry a robust and repeatable method to develop better packaging. Originality/value – The paper presents an overall description of the Kansei engineering toolkit for packaging design and is a structured process that provides quantitative results for the relationship between branding, consumer perception and design variables.

Journal

The TQM JournalEmerald Publishing

Published: Jun 13, 2008

Keywords: Packaging; Brand management; Product design; Linguistics; Semantics

There are no references for this article.