Morphology element research on Chinese small-sized liquor bottle design

Based on Kansei engineering methods and performed user testing, this work analyzes small-sized liquor bottle of the Chinese liquor market. Firstly, perform the cluster analysis and multidimensional scaling (MDS) analysis to obtain 26 representative sample bottles. Secondly, According to the analysis results of an expert group, the shape of the bottle is divided into six feature categories and 36 morphological unit categories. And then, the factor analysis table is built according to sample bottles. After that, the level of user preferences on bottle shape is evaluated by the image scale method over a number of consumers. By investigating associations between the user preference values and the form elements table from the values of the statistics table, researchers have found a preliminary result that some elemental characteristics indeed have a greater impact on consumer preferences. Finally, Pearson product-moment correlation coefficient inspection method is used to verify the conclusion mentioned above. Based on the correlation some elements are the key factors that affect consumer preferences in Chinese liquor market, while some are not preferable elements by customers. Those non-preferable elements should be considered to avoid in design. This study provides important reference and theoretical support for Chinese liquor bottle design and brand development.