comparison between japanese and foreigners’ preference in sake labels
DESCRIPTION
Pilot study to compare local and foreign perception on japanese sake labelsTRANSCRIPT
![Page 1: Comparison between japanese and foreigners’ preference in sake labels](https://reader035.vdocuments.net/reader035/viewer/2022062710/559cf7d81a28ab9a1b8b457d/html5/thumbnails/1.jpg)
Comparison between japanese and foreigners’ preference in sake labels
![Page 2: Comparison between japanese and foreigners’ preference in sake labels](https://reader035.vdocuments.net/reader035/viewer/2022062710/559cf7d81a28ab9a1b8b457d/html5/thumbnails/2.jpg)
What I wanted to do and know?
+ Pilot study
+ Influence of Cultural background
+ Effect in our preferences
+ Fixed images
![Page 3: Comparison between japanese and foreigners’ preference in sake labels](https://reader035.vdocuments.net/reader035/viewer/2022062710/559cf7d81a28ab9a1b8b457d/html5/thumbnails/3.jpg)
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)
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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
![Page 5: Comparison between japanese and foreigners’ preference in sake labels](https://reader035.vdocuments.net/reader035/viewer/2022062710/559cf7d81a28ab9a1b8b457d/html5/thumbnails/5.jpg)
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.
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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.
![Page 7: Comparison between japanese and foreigners’ preference in sake labels](https://reader035.vdocuments.net/reader035/viewer/2022062710/559cf7d81a28ab9a1b8b457d/html5/thumbnails/7.jpg)
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
![Page 8: Comparison between japanese and foreigners’ preference in sake labels](https://reader035.vdocuments.net/reader035/viewer/2022062710/559cf7d81a28ab9a1b8b457d/html5/thumbnails/8.jpg)
Which samples?
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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.
![Page 10: Comparison between japanese and foreigners’ preference in sake labels](https://reader035.vdocuments.net/reader035/viewer/2022062710/559cf7d81a28ab9a1b8b457d/html5/thumbnails/10.jpg)
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
![Page 11: Comparison between japanese and foreigners’ preference in sake labels](https://reader035.vdocuments.net/reader035/viewer/2022062710/559cf7d81a28ab9a1b8b457d/html5/thumbnails/11.jpg)
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
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How was the japanese version questionnaire?
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How was the English version questionnaire?
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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.
![Page 15: Comparison between japanese and foreigners’ preference in sake labels](https://reader035.vdocuments.net/reader035/viewer/2022062710/559cf7d81a28ab9a1b8b457d/html5/thumbnails/15.jpg)
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
![Page 16: Comparison between japanese and foreigners’ preference in sake labels](https://reader035.vdocuments.net/reader035/viewer/2022062710/559cf7d81a28ab9a1b8b457d/html5/thumbnails/16.jpg)
How many Japanese?
+ 20 Japanese people.
+ 10 Women
+ 10 Men
+ 10 Non-designers
+ 10 Design students
![Page 17: Comparison between japanese and foreigners’ preference in sake labels](https://reader035.vdocuments.net/reader035/viewer/2022062710/559cf7d81a28ab9a1b8b457d/html5/thumbnails/17.jpg)
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
![Page 18: Comparison between japanese and foreigners’ preference in sake labels](https://reader035.vdocuments.net/reader035/viewer/2022062710/559cf7d81a28ab9a1b8b457d/html5/thumbnails/18.jpg)
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.
![Page 19: Comparison between japanese and foreigners’ preference in sake labels](https://reader035.vdocuments.net/reader035/viewer/2022062710/559cf7d81a28ab9a1b8b457d/html5/thumbnails/19.jpg)
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
![Page 20: Comparison between japanese and foreigners’ preference in sake labels](https://reader035.vdocuments.net/reader035/viewer/2022062710/559cf7d81a28ab9a1b8b457d/html5/thumbnails/20.jpg)
Why just like-dislike?
+ First approach.
+ General preference.
![Page 21: Comparison between japanese and foreigners’ preference in sake labels](https://reader035.vdocuments.net/reader035/viewer/2022062710/559cf7d81a28ab9a1b8b457d/html5/thumbnails/21.jpg)
Which are the Japanese people results?
20 Highest rank – 100 Lowest rank
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Cluster D = 41 points Cluster A = 49 points
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Cluster K = 75 points
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Which are the foreign people results?
20 Highest rank – 100 Lowest rank
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Cluster J = 41 points Cluster E = 46 points
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Cluster K = 76 points
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Which are the designers’ results?
20 Highest rank – 100 Lowest rank
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Cluster A = 44 points Cluster J = 44 points
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Cluster K = 82 points
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Which are the non-designers’ results?
20 Highest rank – 100 Lowest rank
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Cluster D = 43 points Cluster H = 48 points
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Cluster K = 69 points
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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.
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Thank you very much…
+ Yamamoto sensei
+ Torimiya sensei
+ JICA
+ Students from Yamamoto lab 2009.