Morphology element research on Chinese small-sized liquor bottle design

Ye Zhang, Huanzhi Lou, Hui Yu

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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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.
Original languageEnglish
Title of host publicationProceedings of the 2015 21st International Conference on Automation and Computing (ICAC)
PublisherInstitute of Electrical and Electronics Engineers Inc.
ISBN (Electronic)978-0-9926-8011-4
ISBN (Print)978-1-4799-8656-9
Publication statusPublished - 2 Nov 2015
Event2015 21st International Conference on Automation and Computing (ICAC) - University of Strathclyde, Glasgow, United Kingdom
Duration: 11 Sept 201512 Sept 2015


Conference2015 21st International Conference on Automation and Computing (ICAC)
Country/TerritoryUnited Kingdom


  • shape
  • testing
  • correlation coefficient
  • ergonomics
  • standards
  • morphology
  • correlation


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