Comparison between japanese and foreigners’ preference in sake labels

Comparison between japanese and foreigners’ preference in sake labels

What I wanted to do and know?

+ Pilot study

+ Influence of Cultural background

+ Effect in our preferences

+ Fixed images

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)

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

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.

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.






Analyze results

Publish the results

Which samples?

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.







Analyze results

Publish the results

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

How was the japanese version questionnaire?

How was the English version questionnaire?

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.







Analyze results

Publish the results

How many Japanese?

+ 20 Japanese people.

+ 10 Women

+ 10 Men

+ 10 Non-designers

+ 10 Design students







Analyze results

Publish the results

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.







Analyze results

Publish the results

Why just like-dislike?

+ First approach.

+ General preference.

Which are the Japanese people results?

20 Highest rank – 100 Lowest rank

Cluster D = 41 points Cluster A = 49 points

Cluster K = 75 points

Which are the foreign people results?


Cluster J = 41 points Cluster E = 46 points


Which are the designers’ results?


Cluster A = 44 points Cluster J = 44 points


Which are the non-designers’ results?


Cluster D = 43 points Cluster H = 48 points


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.

Thank you very much…

+ Yamamoto sensei

+ Torimiya sensei

+ JICA

+ Students from Yamamoto lab 2009.