Art and Design Commons^™

Packaging Design Elements And Users Perception: A Context In Fashion Branding And Communication, Heer Vyas

Journal of Applied Packaging Research

The product packaging has a crucial role to attract consumer, force them to choose the product and act as a brand communication vehicle. The point of focus is how the elements of the package design affect consumer’s perceptions about products and brand. In this study, we collected data through a questionnaire that covered areas such as design elements of the package (size, shape, material, graphic design of package, typography, images and pictures), user’s perception (attention, purchase and repurchase) and their experience (feelings evoked and functional benefits). There is a difference with the professional status and age involvement with respect to …

The Affect Of Versioned Package Design On Various Demographics, Howard E. Vogl, Colleen L. Twomey, Kristen Dang, Alexis B. Kelsey

Journal of Applied Packaging Research

This study challenged the concept of a single best package design for food products. Research found that typography played a crucial role in the consumer’s perception of the quality and the value of a product. It was also found that, based on the consumer’s purchasing intention, the use of type or graphics on a package could have either a positive or a negative affect on consumer perception of product value and quality. In addition, this study pointed out that these variables require careful testing in the marketplace, which can only be achieved in package designs that can be economically tested …

Consumer Perception Of Tactile Packaging: A Research Study On Preferences Of Soft Touch And Hi Rise Coatings In Cosmetic Packaging, Malcolm G. Keif Ph.D., Colleen Twomey, Andrea Stoneman

Journal of Applied Packaging Research

A choice-based conjoint study was conducted sampling 400 individuals to determine their preference for Soft Touch and raised tactile coatings, which are sometimes called Hi Rise or profile coatings. Soft Touch coatings have a velvety, warm feel to them, and Hi Rise coatings simulate embossing with a glossy appearance to them. Both are considered tactile coatings, engaging the sense of touch.

Demographic profile data, level of agreement about statements related to cosmetic packaging and packaging choice set selections were collected. The conjoint sets contained three attributes: design color, tactile coatings, and price.

Design choice was split. Approximately half of the …