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application/pdf, This paper is a fundamental study with the purpose laying the basic foundation of package design studies, controlling the risk as small as possible on the process developing new package designs, clarifying numerically the design factors of package design exerting the effect on consumers' purchasing activity from the point of Kansei Engineering. In this paper, a new general method to analyze the result of questionnaire surveys concerning consumer's image of package design is proposed. This formulates numerically consumers' purchasing criteria on shampoo containers and fuzzy image of design factors on its package design expressed with linguistic image evaluation based on fuzzy logic. Besides, the mean and variance of these fuzzy design factors and the numerical measure of consumers' taste and distaste concerning its package designs are defined and discussed with the data obtained from Japan and Republic of Korea.