Developing Mie Lidi X Packaging Concept Using Kansei Engineering Method
Abstract
Packaging design plays a critical role in influencing consumer purchasing decisions, as it functions not only as a protective medium but also as a key marketing instrument. Although having an established market, Mie Lidi X currently employs overly simple packaging that offers limited visual appeal and inadequate product protection. This study aims to develop an improved packaging design concept that aligns with consumer preferences and emotional responses. A Kansei Engineering approach was employed to capture consumers’ affective perceptions of packaging, supported by Principal Component Analysis (PCA) to identify dominant design dimensions. Data were collected through questionnaires distributed to 31 respondents, of whom 74.2% indicated that packaging design is very important, while the remainder considered it important. In addition, observational analysis identified 57 packaging samples and 37 Kansei words relevant to snack packaging. PCA results revealed four principal components with eigenvalues greater than one and a cumulative explained variance exceeding 80%. These components were subsequently interpreted with the assistance of expert panelists. The resulting design concepts were identified as PC1 “Simple–Vintage,” PC2 “Attractive–Fragile,” PC3 “Strong–Modern,” and PC4 “Sustainable–Irrelevant.” The findings provide a conceptual foundation for developing packaging designs that better reflect consumer preferences. However, this study is limited to the identification of design concepts and does not yet translate these concepts into specific visual or structural design elements. Future research is therefore recommended to operationalize the identified concepts into concrete packaging attributes and to evaluate their impact on consumer behavior and product performance.
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