견과류 제품 패키지 색채 요소가 건강 속성 및 흡인력에 미치는 영향

Abstract

The function of the package is not only for the convenience of transportation and preservation according to the development of the times, but also plays the role of information transfer between the product and the consumer. This study investigates the nudge of the potential information given by the color element of the package design on the consumer's product expectations and the effect on the sensory organs after tasting. The experiment proceeds in two parts. Experiment 1 was conducted on two types of nuts, each of which was product package survey (N=148), color analysis (R/G/B/Y), and salinity, fat content, and nuts perceived by consumers according to lightness and saturation factors. This is an experiment on the two-way interaction between the intensity of taste. Experiment 2 is an analysis of product characteristics and perception after actually tasting the two different packaged products mentioned above. The Implicit Association Test was used to measure the association between package color and perceived product adsorption and health. As a result, it was found that the color of the package had a greater effect on the sense than the perception after tasting. By combining the color characteristics of hue, brightness, and saturation, a more attractive package could be made, which had an impact on the sensory evaluation and increase in favorability of the product. In terms of color potential information transfer, products with low saturation and high brightness were closely related to 'health' such as low fat or salt, and products with high saturation and low brightness were closely related to 'suction power'. Among them, brightness of color had the greatest effect on perception of sensory organs. Therefore, as a potential nudge factor, the package color conveys potential information about low-salt, low-fat 'health' to consumers, and expresses and induces product characteristics, thereby making it easier for consumers to accept and choose.