Comparison between japanese and foreigners’ preference in sake labels
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This document summarizes a study that compared Japanese and foreign preferences for sake labels. The study collected 14 sake label samples representing different complexity levels. Japanese and foreign participants completed questionnaires rating the labels on semantic scales. Their ratings were analyzed to determine the most and least preferred labels for each group. Overall, Japanese and foreign non-designers preferred simpler labels while designers preferred more complex labels. The researcher aims to further analyze the results to better understand the relationship between cultural background and preferences for design.
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Comparison between japanese and foreigners’ preference in sake labels
- 1. Comparison between japanese and foreigners’ preference in sake labels
- 2. What I wanted to do and know? + Pilot study + Influence of Cultural background + Effect in our preferences + Fixed images
- 3. Why sake? + Representative drink of Japan. + Strong cultural background. + Traditional drink. + Based in the report “Impressions of Japanese Sake’s Packaging to Users” published in the bulletin of JSSD. (Vol. 54 No.2)
- 4. What was the procedure of the study? Collect sake labels samples Prepare Japanese version questionnaire Prepare English version questionnaire Apply to Japanese people Apply to foreign people Analyze results Publish the results
- 5. Which technique had been used and why? + SD (Semantic Differential) + Measure the connotative meaning of objects, events, and concepts. + Derive the attitude towards the given object, event or concept.
- 6. How to know which samples? + Based in the results of the report “Current Design Tendency of Japanese Sake’s Label” published in the Bulletin of JSSD. (Vol. 53 No.6) + 14 current trends in sake labels. + Same description of each cluster. + From simple to complex.
- 7. Collect sake labels samples Prepare Japanese version questionnaire Prepare English version questionnaire Apply to Japanese people Apply to foreign people Analyze results Publish the results
- 9. Why just labels and not the bottle? + The complexity of analize 3d shapes. + First approach. + Same bottle for each label. + Traditional color. + Need to put the label into context.
- 10. What was the procedure of the study? Collect sake labels samples Prepare Japanese version questionnaire Prepare English version questionnaire Apply to Japanese people Apply to foreign people Analyze results Publish the results
- 11. Which adjectives? Complicated Simple Heavy Light New Old Strong Weak Masculine Feminine Clean Dirty Consistent Contradict Cheerful Gloomy Beautiful Ugly Like Dislike Size factor Moving factor Logical evaluation factor Emotional evaluation factor
- 12. How was the japanese version questionnaire?
- 13. How was the English version questionnaire?
- 14. How was the procedure to apply it? + Show the image. + Give time to fill the box. (2 mins. limit) + From sample A to sample N.
- 15. What was the procedure of the study? Collect sake labels samples Prepare Japanese version questionnaire Prepare English version questionnaire Apply to Japanese people Apply to foreign people Analyze results Publish the results
- 16. How many Japanese? + 20 Japanese people. + 10 Women + 10 Men + 10 Non-designers + 10 Design students
- 17. What was the procedure of the study? Collect sake labels samples Prepare Japanese version questionnaire Prepare English version questionnaire Apply to Japanese people Apply to foreign people Analyze results Publish the results
- 18. How many Foreigners? + 20 foreigners from different countries. + 10 Women + 10 Men + 10 Non-designers + 10 Mexican design students + The Netherlands, Iran, Jamaica, Guatemala, Costa Rica, Mexico, Indonesia, Thailand, Germany, Ecuador.
- 19. What was the procedure of the study? Collect sake labels samples Prepare Japanese version questionnaire Prepare English version questionnaire Apply to Japanese people Apply to foreign people Analyze results Publish the results
- 20. Why just like-dislike? + First approach. + General preference.
- 21. Which are the Japanese people results? 20 Highest rank – 100 Lowest rank
- 23. Cluster D = 41 points Cluster A = 49 points
- 24. Cluster K = 75 points
- 25. Which are the foreign people results? 20 Highest rank – 100 Lowest rank
- 27. Cluster J = 41 points Cluster E = 46 points
- 28. Cluster K = 76 points
- 29. Which are the designers’ results? 20 Highest rank – 100 Lowest rank
- 31. Cluster A = 44 points Cluster J = 44 points
- 32. Cluster K = 82 points
- 33. Which are the non-designers’ results? 20 Highest rank – 100 Lowest rank
- 35. Cluster D = 43 points Cluster H = 48 points
- 36. Cluster K = 69 points
- 37. What’s next? + Deeper analysis + Better understanding and interpreting data + Understand whys + PhD. to learn anthropological techniques (humanistic approach) and learn more about the relationship about design and culture.
- 38. Thank you very much… + Yamamoto sensei + Torimiya sensei + JICA + Students from Yamamoto lab 2009.