Considering Emotions in Product Package Design through Combining Conjoint Analysis with Psycho Physiological Measurements.

Successful new product development is a basis for economic growth and exporting ability. It is also a guarantee of survival for enterprises. As products have to be attractive for customers, the main role in new product development is on the customer-needs analysis. Conjoint analysis is one of the most used methods in mapping of consumer preferences. Nowadays consumers are mainly satisfying higher-order needs and therefore the role of emotions and thus visual design of product package in buying decisions has increased. Conjoint analysis in the same time presumes that consumers are rational in their decisions and are maximizing their utility functions. In this paper we combined conjoint analysis method with psycho physiological measurements. Usually in conjoint analysis respondents have to rank conception cards based on their preferences. We ranked pictures of product versions based on the measured strength of the positive emotions these pictures created to respondents. In the study we manipulated with the visual elements of apple juice carton and conducted an “emotion based conjoint analysis” with 107 persons. Results indicate that with the help of our combined method it is possible to detect how important are different visual factors on the package in generating positive emotions to buyers.