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This study investigates the effects of the description of design concepts and the ease of anticipating how to use products on users’ subjective evaluation before use. The findings of this study contribute to considerations of a method of value transmission to be used to enhance the anticipated UX. Usefulness, usableness, desirableness, and willingness to use were compared among four conditions with different levels of value evaluation structure (product attributes, functional benefits, emotional benefits, essential value). The results reveal that the participants experienced a greater expectation of product attributes when they more easily imagined using them. On the other hand, participants felt a high expectation of emotional benefit when they found it difficult to anticipate how to use a product.

When considering the chronological order of product use, package design is mainly related to forming the anticipated UX, which predicts and imagines the experience gained from interacting with the product. However, in previous research, no method has been established for specifically evaluating the anticipated UX, and there is little knowledge about the relationship between packaging design and anticipated UX. This research aimed to examine a method to investigate the anticipated UX that users gain from packaging design in an exploratory and qualitative manner. We adopted the evaluation grid method, an interview and analysis technique that can clarify the evaluation structure that people have for the target of evaluation, and examined the structure of the design elements of the packaging and the appeal and sense of expectation that can be gained from them. We selected 20 products from each of two product groups for evaluation as examples: boxed flour confections and sunscreen. Ten people participated in the grid evaluation method survey for each product, and an evaluation structure diagram was created to summarize the results for each group of products. For flour confections packaging, the focus was on whether people could imagine what the taste would be like, and for sunscreen packaging, the focus was on concepts related to the performance and effectiveness of the sunscreen. These results show that it is possible to grasp the anticipated UX based on the user’s words using the evaluation grid method. The results of this research will contribute to establishing a method for examining anticipated UX and will be useful for achieving packaging design that enhances UX. In addition, the findings of the analysis cases presented in this research can be used to improve UX in the packaging of sweets and sunscreen.