Study of Consumer Response on Exotic Chinese Font Design Styles in Packaging Design
Focus on Korean-style Chinese Fonts and Thai-style Chinese Fonts as Examples
Wang Yun, Suleeporn Kamchompoo, Takamitsu Tanaka
（受付：2019/8/29, 採用：2020/1/25）
abstract:
This study, based on relevant research on the use of different languages in packaging labels, investigates whether the use of exotic Chinese fonts on packaging would affect the preference and perceptual evaluation of consumers from various countries. Considering the case of cup noodles, where the font on the packaging is designed in Korean-style Chinese and Thai-style Chinese, the study established a perceptual evaluation system through the Crosstabs and ANOVA analysis methods. The statistical results of the questionnaire survey showed that: 1. A preference for exotic Chinese labels in the packaging is associated with the ability to recognize Chinese characters; 2. The exotic Chinese labels in this study have the characteristics of Attractiveness and Beauty; 3. Chinese and Japanese who can recognize Chinese characters have higher scores in the ABCDE dimensions (Attractiveness, Beauty, Creativity, Delicacy, and Engineering), while among the Thai, who do not know Chinese, the five-dimensional scores are the lowest. The authors conclude with a discussion of the implications of the findings for exotic font labels used in packaging theory and package design practice.