Applying Kansei Engineering and Eye Movement to Packaging Design Elements—A Case of Tea Packaging Design

ABSTRACT Excellent tea packaging design wins customers and enhances branding. This report studies tea packaging design elements and gives designers constructive references to efficiently improve tea packaging design. The authors of this study first obtained consumers' perception of tea packaging through card sorting and semantic differential (SD). Second, the consumers' Kansei dimensions were extracted by Procrustes analysis (PA). Third, eye tracking technology thoroughly analysed the consumers' eye movement indexes. This technology analysed eye moment as the subjects were exposed to various packaging design elements in order to identify variance, key design elements and outliers.