ABSTRACT
Tap water is good enough to drink in Japan; however, more and more people purchase bottled water. In 1998, Japanese annual consumption of mineral water was 0.87 million kiloliters. It has increased up to 2.5 million kiloliters in about 10 years (Ÿe Mineral Water Association of Japan 2011). Currently, around 1000 brands of bottled water are commercially available in Japan (Hayakawa 2008). In this highly competitive market, package design of products is one of the key issues to attract customers. Nowadays, package design is important for any product. Even a product as simple as mineral water needs
39.1 Introduction 371 39.2 Colors of the Bottled Water 372 39.3 Purchase Motivation 372 39.4 Color Suitability 374
39.4.1 Experimental Details 374 39.4.2 Results 374
39.5 Impression of Label Colors 375 39.5.1 Experimental Details 375 39.5.2 Results 376
39.6 Conclusions 378 References 379
careful consideration over the design for its packaging. Water itself is transparent and colorless and so for is the bottle. For this reason, the label on the transparent bottle is a very important aspect in the marketing of this product for the appeal of the consumers. Ÿere are lots of elements in a label such as color, shape, letters, and pictures. Since bottled water is not like luxury brand items which consumers examine one by one carefully, it is necessary to attract consumers at that moment when consumers come to a drink section in a shop. In this case, color can be an essential element to catch consumers’ eyes rather than such as literal information. Ÿerefore, this study focused on label color of bottled water. Ÿen in¨uences of label color on our impression as well as on consumers’ purchase motivation were investigated.
