The Correlation of Biscuit Packaging Image Based on Visual-Taste Synesthesia Psychology

Abstract

Biscuit is one of the common snack foods. With various needs and with the rise of the quality of life, the consumer demand for biscuits in the market is on the rise. At the same time, novel and unique packaging can stimulate consumers’ desire to buy [1]. This paper explores how the psychology of vision and taste synesthesia can arouse the interest of consumers through plane packaging and establish the first impression of products for consumers [2]. By using kansei engineering, the image correlation of perceptual commodities (take cookie packing as an example) is systematically tested and obtained in terms of functions, materials and colors of products, and the graphic design suggests of cookie packing are put forward based on the comprehensive correlation. In this study, the relationship between visual and taste intention and the effect of packaging color on taste reasoning judgment can serve as a reference for biscuit manufacturers to make design plans and adjust the compatibility of appearance and taste according to different consumer groups.