Review paper UDC 621.978:663/664
INTEGRATION OF PACKAGING DESIGN IN FOOD KANSEI MODEL:
CONCEPTUAL MODEL DEVELOPMENT
Isti Purwaningsih
1,2*, Surachman Surachman
3, Pratikto Pratikto
4, Imam Santoso
2 1Mechanical Engineering Department (Industrial Engineering), Faculty of Engineering,Universitas Brawijaya, Jl. Veteran 1, 65145 Malang, East Java, Indonesia
2Agroindustrial Technology Department, Faculty of Agricultural Technology,
Universitas Brawijaya, Jl Veteran 1, 65145 Malang, East Java, Indonesia
3Department of Management, Faculty of Economics and Business, Universitas Brawijaya,
Jalan Veteran 1, 65145 Malang East Java , Indonesia
4Mechanical Engineering Department, Faculty of Engineering, Universitas Brawijaya,
Jln. Veteran 1, 65145 Malang East Java, Indonesia
*e-mail: [email protected]
Abstract
The success of Kansei/Affective Engineering System in product development, particularly durable goods, has inspired the development of similar methodology, especially for food products which called Food Kansei Engineering or simplified as Food Kansei Model. How-ever, there are opportunities to develop Food Kansei Model as a methodology. This paper proposed a con-ceptual model development of the Food Kansei Mod-el, particularly for packaging of packed food product group. Food Kansei Model considers packaging only as an extrinsic attribute of a product. Hence, aim of this paper was to develop a conceptual model that consid-ered the packaging as both intrinsic and extrinsic attri-butes of the packed food products.
The proposed model was developed by reviewing literature and updating the schematic diagram of intrinsic and extrinsic attributes of the current mod-el. Packaging as an intrinsic attribute was defined by structural components of the package (package mate-rial, shape and size), which serve to establish product appearance. Graphic elements on the package (colour, picture, symbol, typography) were categorized as ex-trinsic attribute. Even though they served as extrin-sic attributes, these components play the key role as perceptual factors. Verbal elements of the package were product extrinsic components, which presented direct information for consumers. The information on the package, along with the other extrinsic attributes (price, product name, image of the shop where the product is sold, presentation, salesperson’s impres-sion, promotion) served as a cognitive factor of pleas-antness.Overall, packaging was an integral part of the product, as emphasized in the total product concept.
Therefore, based on the proposed model, the pack-aging design which considered intrinsic and extrinsic attributes affect perception that provided more pleas-antness to the consumers.
Key words: Kansei, Packaging element, Packaged food, Perception.
1. Introduction
Kansei Engineering System (KES) method which was developed by Mitsuo Nagamachi in the 1970s in Hiro-shima University, has contributed to numerous bene-fits in industries. KES is an effective technique in trans-forming human Kansei into the elements of product design [1]. Kansei can be interpreted as the consum-ers’ feeling and desire as a product domain or is often called psychological feeling.
This method has been applied to durable goods. There are several groups in which KES is applied: the automo-tive industry, electronic equipment, home appliances, architectural field, everyday objects, work equipment and basic research [2]. Also, further development and improvement of the method have been carried out creating various types of KES (KES type I to type V) [1, 3, 4, 5, 6, 7, and 8]. In Fast Moving Consumer Goods (FMCG), the application of KES method has only been limited for the packaging design [9, 10, 11, and 12]. In 1994, Sagara proposed the paradigm and method-ology of Kansei Engineering, particularly for food prod-uct development [13]. This paradigm and
methodolo-gy are called Food Kansei Engineering, which then sim-plified in a model known as Food Kansei Model [14]. Food Kansei Model has been applied to design and develop various products, include green tea drink [14], flavoured sesame sauce [15], ready-to-serve soup [13], Danish pastry [16], and white bread [17]. Application of Food Kansei Model has succeeded to identify and to rank the aroma components in a product of fermenta-tion (cheese) [18]. Modificafermenta-tion of Food Kansei Model has also been done by integrating personal attributes [19]. In this modification, results of quality assessment from consumer and expert panellists were compared. Various studies of Food Kansei Model found in the liter-ature are only focusing on intrinsic components or per-ception routes [13, 14, 15, 16, and 17]. However, stud-ies on combining perception and cognition routes are insufficient. A study by Akiyama [20] concluded that it is possible to combine those two routes. Furthermore, Food Kansei Model has not specifically examined the packaging roles as part of a packed food product. In the group of the packed food product or FMCG, the role of packaging is essential due to the appearance of the product which is defined by its packaging [21]. Based on the aforementioned reasons, this article pro-poses the development of a conceptual model of Food Kansei Engineering by elaborating elements of pack-aging design.
2. Food Kansei Model
Food Kansei Model (Figure 1) is a simplification of Food Kansei Engineering, aimed to define the causal rela-tionship between food product characteristics, espe-cially physiochemical characteristic and perception of product quality [14].
It consists of two components, food and individual. The food is identified by intrinsic and extrinsic attributes. The individual is identified by perception, cognition, and pleasantness.
Intrinsic attributes Extrinsic attributes Taste, smell, touch
Eyesight, hearing Food Perception Cognition Pleasantness Individual [Experience] [Expected] Preference correlation Attitude
Figure. 1 Food Kansei Model
Food (or product in general) is characterized by intrin-sic and extrinintrin-sic attributes. Intrinintrin-sic attributes are the characteristics attached to the product and become the product property. These attributes are usually re-lated to the physical composition of the product [22], which cannot be experimentally changed or manipu-lated without changing its physical characteristic [23]. Examples of the intrinsic attribute are appearance, taste, aroma and texture of the product [13]. Extrinsic attributes are non-physical characteristic of the prod-uct that can be changed without changing the basic property of the product [22]. Extrinsic attributes on food are cognitive factors which affect the delicacy of food product [13]. Example of extrinsic attributes are: price, product name, the image of the shop where the product is sold, presentation, salesperson’s impression, promotion and packaging [23]. These attributes are defined by marketing management policy [20]. Intrinsic and extrinsic attributes are used by consumers to determine the product quality when sensory evalu-ation on the product cannot be done upon purchasing. Consumers merely guess the quality and performance of the product by using specific information, which is called cue [24] or sign [25]. Cue or sign is a product attribute function which can be used to evaluate the quality of the product [24]. Nowadays consumers deal with various products using limited information. Thus, consumers are not able to perform a proper evaluation of the product. This indicates that the role of intrinsic and extrinsic attributes as cues and signs are critical. The individual is the second component of Food Kan-sei Model. Each individual involves perception and cognition in assessing food to reach pleasantness feel-ing [14]. Perception, which is consumers’ evaluative consideration based on how they interpret the reality, influences the consumer in the product selection pro-cess. Consumer perceives the product (including food) based on their individual sensory observation on cer-tain product characteristics [14]. Perception variable
shows the quality perceived from food taste, flavour, and texture, which are sensed by consumers’ tongue, nose and also teeth [15].
Cognition is a process when an input is transformed, subtracted, elaborated, kept, regained and used [26]. Cognition shows a mental image in someone’s thought. This mental image is caused by recognition of extrinsic attributes by senses of sight and hearing [14]. Pleasant-ness (which indicates feeling) is the value or purpose of the food product for each individual [20]. Pleasant-ness is defined as something that can be felt by the in-dividual; both emotion and feeling that arose because of perception and is mediated by an appetitive factor (preference and attitude), and cognition [14].
The relation between components in Food Kansei Model is divided into two, an upper route and a lower route. The upper route, often called perception route, describes the relation between intrinsic attributes, per-ception and pleasantness. The lower route, also called cognition route, describes the relation between extrin-sic characteristics of product, cognition and pleasant-ness [14]. Both routes are independent, yet related to each other.
In the perception route, the relationship between in-trinsic attributes and quality perception is called food perception phase, whereas between the quality per-ception and pleasantness is called food acceptance phase [14]. Product quality perceived by consumers is transformed into pleasantness based on preference factors [15]. Pleasantness through sensory perception, which is determined while swallowing, is considered experienced pleasantness.
Like perception route, extrinsic attributes are trans-ferred to consumers through content, which is ex-plained on the packaging (such as: product name, manufacturer and health benefits), presentation, shopkeeper’s impression, promotion, etc., [20]. Extrin-sic attributes of a product are known as imaginary fac-tors that arouse pleasantness. Extrinsic attributes are cognitive factors sensed by the senses of sight and hearing that affect pleasantness. Pleasantness which is produced by image based on extrinsic attributes is known as expected pleasantness, which is expected upon purchasing and consuming [14].
2.1 The role of packaging
A package is a container or a wrap that functions to prevent or reduce the damage of packed/contained material. A package also plays a role to provide infor-mation regarding the composition and the nutrition of the food [27]. Furthermore, the package also holds sec-ondary functions, which are traceability, convenience and tamper indication [28]. Alongside the growing competition in the food industry, additional functions of packaging have also grown.
Packaging consists of a visual element and informa-tional element [29]. Visual elements consist of struc-ture and graphic elements. Strucstruc-ture elements of the package are design elements in touchable three-di-mensional form, such as shape, size and material that is used. Graphic elements are visual design elements of the package, such as colour, picture and typography. Information elements consist of product information and technology image [30]. Product information that is essential to provide is regarding the brand name and product information. Product information is provided on food labelling, which describes the product and its composing component, its benefits/advantages, and how to use it. The package also frequently provides in-formation regarding consumer lifestyle. With the rising awareness of product quality, packaging technology has to be developed to ensure longer shelf life, envi-ronmental friendliness and ability to maintain nutri-tion content and to meet food safety requirement [30]. In marketing literature, the packaging is a part of a product [31] which is used as a part of marketing strategy [27]. The packaging is one of the competitive advantages for marketing [32]. At least there are five functions of packaging that gives added value for con-sumer, which are: brand identification, promotion me-dia upon purchasing, the container to move the prod-uct, product storage at home, and as task assistance (also known as a convenience) [33].
Although the packaging is a part of a product, Olson and Jacoby [34] classified packaging as an extrin-sic element of a product. Zeithaml, [35], stated that packaging is a cue or sign that is hard to be classified. Packaging can be classified as intrinsic and extrinsic cues, depending on whether the package is a part of product composition or not. If a package is a part of the physical composition of a product, it is included in the group of intrinsic cues, and otherwise, if it func-tions as a shield or promotion tool, then it is included in the group of extrinsic cues. Numerous researches regarding packaging as the extrinsic signs have been performed by researchers [36, 37].
2.2 Responses to packaging
One of the roles of packaging is to communicating in-formation. Packaging provides information regarding the food, convey wordless meaning, and help in deci-sion making during purchasing [38]. As the main me-dia of communication, packaging conveys the whole important information, either directly or indirectly [39], through verbal or visual elements [40]. Direct commu-nication describes the product, its benefits/advantages and how it is used. This shall be conveyed with the ver-bal element on the package. Indirect communication uses non-verbal elements of the packaging or visual elements, such as: colour, shape, design and texture. In the communication process, the visual/non-verbal
element is admitted to be stronger and more reliable than the verbal element [38]. The non-verbal element is the element of packaging which is able to convey messages without using words. The visual/non-verbal element on a package is related to consumer’s affec-tive response toward the product [30].
Packaging also plays a role as part of the product appearance. Therefore, the visual appearance of the product becomes important. In relation with the role of packaging as the tool to convey a message to consumer, Crilly et al., [41], developed an integrated conceptual framework regarding the product visual appearance, and used the product design as a com-munication process. If a product is considered as signs and interpreted by consumers, then it is important to consider consumers’ response toward the product appearance as a phase in the communication process (Figure 2).
Product appearance receives various responses from consumers, either psychological or behavioural re-sponses [42]. Consumer’s psychological rere-sponses are distinguished into cognitive and affective responses [40, 41]. Those various responses from consumers are essential to be acknowledged and understood to pro-duce products (including packaging) which is accept-able by consumers.
2.3 Packaging and content evaluation
In the group of food packaged product, the packaging is inseparable from the products within. Most of the time consumers use symbolic information as a base to deduce the content. This is based on an assump-tion that consumer uses symbolic informaassump-tion, which is connoted by various features, such as shape, colour and attractive material, to deduce the content [43]. This also applies although when the attributes of the product being evaluated, often are not correlated with its packaging appearance.
How the consumers use the aforementioned informa-tion to deduce the product content is not an intended process. It is more like an implicit process when con-sumers use the impression from a certain source (for example package shape) to build expectations for
other products. This process happens because con-sumers receive incomplete information about the content/product. This incomplete information can be caused by the limited experience of using/consuming the product, or because the product is new [44]. Numerous researchers have studied how sensory attri-butes, such as taste, aroma and flavour, are connected with other sensory features, such as shape, name as well as sound. Human intuitively makes the connection of some sensory domains. This is called “Cross-modal Correspondence” [45]. Cross-modal correspondence is related to the tendency to match various attributes and sensory dimensions in various sensory modali-ties [46]. Several studies regarding the relationship between various sensory features of the package and sensory attributes have been performed [47, 48, 49, and 50]. Those studies describe the sensory attributes on packed-food products and contribute to the studies regarding product communication to strengthen the brand value. Various sensory features on food packag-ing can convey the cues about product taste/flavour.
2.4 Model development
Based on literature review, Food Kansei Model was developed particularly for packed food or beverage groups. Model development was carried out by further elaborating packaging elements (Figure 3).
The model shown in Figure 3 consists of two compo-nents: packed food and individual. The packed food consists of the content of the product and its package. As elaborated in the previous section, the food prod-uct in a packed food is identified with several intrinsic attributes (product appearance, taste, aroma, flavour, and texture). These attributes are associated with the physical composition of the product, which builds the product characteristics and becomes the product property. Food also has a physiochemical characteris-tic, caused by its composing materials, which is gener-ated during preparation or even storage process. The physicochemical characteristics of food are perceptual factors that will shape perceptions in humans or indi-viduals. These physicochemical characteristics create the intrinsic attributes of packaged products, along with the product appearance after being packaged.
DESIGN TEAM
(Source) (Transmitter)PRODUCT (Receiver)SENSES
RESPONSE (Destination)
PRODUCER CONSUMER
Environment (Channel)
Cognition Affect Behavior
Other component of packed food is the packaging. Packaging is an extrinsic component of the product that creates product appearance. The components of packaging are structural components (shape, size and packaging material) which important to create product appearance and to convey the intrinsic message of the product [38]. Structural component is one of the visual components of packaging. Other visual component of packaging is the graphic (such as colour, picture, sym-bol and typography). Although those components are extrinsic attributes, they can play a role as perception factor. The visual appearance of a package affects the perception on the product quality [38], so that in the model developed, the extrinsic component of the prod-uct also affects the perception which is indicated by an arrow that connects the visual element with perception. Researchers have reviewed studies of various sensory features of packaging related to the perception of the product quality. The studies that have been carried out include: the influence of shape and colour packag-ing on consumer expectations [47]; packagpackag-ing forms (round, square), typefaces, names, and sounds (can be combined) to convey information about the taste of the product (sweet, sour) [48]; cross-modal associa-tions of consumers correspond to the colour of pack-aging against various flavours of potato chips [50]. Verbal/informational element of the packaging is prod-uct extrinsic attribute that provides direct information of a product for consumers. The information is about the product composition and their nutrition, the ben-efits/advantages, and how to use and keep the food. Information on the package functions as cognition fac-tor of pleasantness, which is sensed by sight and hear-ing. This is along with other extrinsic attributes (price, product name, image of the shop where it is sold, pre-sentation, salesperson’s impression and promotion). The development of this model is intended to provide an integrated approach framework for product and
Intrinsic attribute
Packaged food
Perception
Cognition
Pleasantness
Individual
[correlation]
Attitude Preference Structural Graphis Product information Packaging technologyExtrinsic attribute
Packaging
Visual element Verbal elementFigure 3. Developmental model
packaging development. Packaging is an integral part of the product, as emphasized in the total prod-uct concept [27]. As an integral part of a prodprod-uct, the design of food product packaging must consider sev-eral things, including the type of product to be pack-aged, the needs of the product distribution, packag-ing raw materials, consumer needs and desires, mar-kets and marketing, and considerations related to the environment.
Moreover, in packed food products, the packaging is an element that forms the visual appearance of the product. Product appearance plays significant roles, especially in determining consumer’s response and affects the success of the product in the market. Prod-uct evaluation by consumer toward prodProd-uct appear-ance has been studied by researchers [41, 42, 51, and 52], although the research objects are different and more on durable goods. Product appearance helps consumers in judging the product in term of function-ality, aesthetic, symbolic and ergonomic [53]. From various literature, the six roles of product appearance are communication of aesthetic, symbolic, functional and ergonomic product information, attention draw-ing and categorization [51]. The roles of product ap-pearance divide into three parts; visually demanding appearance, comprehension of intended function and communication of use [42]. Another role of concept of product appearance is an aesthetic impression, se-mantic interpretation and symbolic association [41]. Those differences are made to comprise the concept regarding the type of information communicated by a product. Furthermore, efforts were made to compre-hend how the design and visual appearance of a prod-uct affect consumer’s response. From various roles of product appearance that have been mentioned above, it is suggested that in food group (and FMCG in gener-al), packaging has to stand out to draw attention and for categorization [51].
3. Conclusions
- In the Food Kansei model, the packaging is food ex-trinsic attribute which affects cognition. The develop-ment of the conceptual model of Food Kansei by elab-orating packaging element, particularly in the pack-aged foods group was discussed.
- This present model provided an integrated frame-work for product and packaging development. Pack-aging is an integral part of a product, as emphasized in the total product concept. Therefore, the design of packaging must consider several things relating to the food within, including the type of product to be pack-aged, the requirements of the product distribution, packaging raw materials, consumer needs and desires, markets and marketing, and considerations related to the environment.
- To facilitate the application of this conceptual model in the real world, it is necessary to further examine the other variables of the model and their measurement methods.
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