Home   >   CSC-OpenAccess Library   >    Manuscript Information
Full Text Available

(2.62MB)
This is an Open Access publication published under CSC-OpenAccess Policy.
The Comprehension Modes of Visual Elements: How People Know About the Contents by Product Packaging
Regina W.Y. Wang, Mu-Chien Chou
Pages - 1 - 13     |    Revised - 30-08-2010     |    Published - 30-10-2010
Volume - 1   Issue - 1    |    Publication Date - October 2010  Table of Contents
MORE INFORMATION
KEYWORDS
Product Packaging, Visual Element, Comprehension
ABSTRACT
When shoppers enter a retail store, how do they comprehend the products in front of them? What visual elements can communicate messages in an effective way that help people comprehend product contents? Design and marketing personnel should pay attention to these issues. This study aims to investigate how people perceive and comprehend a product. It is conducted in three phases: Phase One involves collecting food package samples with ¡§Stratified Sampling¡¨; Phase Two consists of conducting focus group interviews to seek the participants¡¦ opinions. Phase Three includes a summary and analysis of the interview result. There are seven modes of comprehension obtained from the opinions of focus group members. The research results summarized below can be used as reference for design and marketing personnel in developing new product packages in the future: (a) Focus group members mostly comprehend the messages of packaging via more than two visual elements. (b) ¡§Typography + illustration¡¨ is the best mode for group members to comprehend products. (c) Design elements such as brand name, product name, product image, package shape, and color association all contributed to the comprehension of products; while attached product information design, structure design, and volume design did not make such contribution.
CITED BY (18)  
1 Kuul, M. (2015). Info ja kujunduselementide tajumine tootepakendil olenevalt nende paigutusest ja suurusest (Doctoral dissertation, Tartu Ülikool).
2 Hassan, O. M. (2015). An Assessment of the Role of Branding and Packaging in the Product Market.
3 Hassan, O. M. (2015). An Assessment of the Role of Branding and Packaging in the Product Market.
4 Plaan, K. (2014). Pakendi roll ostuotsuse kujunemisel AS Rannarootsi Lihatööstuse näitel (Doctoral dissertation, Tartu Ülikool).
5 Adam, M. A., & Ali, K. (2014). Impact of Verbal Elements of Packaging of Packaged Milk on Consumer Buying Behavior. International Journal of Business and Social Science, 5(5), 1.
6 Shekhar, S. K., & Raveendran, P. T. (2014). The Fifth ‘P’that Sells! Examining Consumer Behaviour towards Visual and Informational Elements of Product Packages. Asian Journal of Management, 5(1), 55-61.
7 Ruz, J. C. (2014). Production of visual message through packaging: a conceptual model to analyze the code. Anàlisi, (51), 35-48.
8 Tiešyte, L., & Kuzinas, A. vaizdo spalvos ir formos saveikos vaidmuo žiurovo emocijoms. jaunuju mokslininku psichologu darbai, 49.
9 Liu, L. (2013). Cultural Differences in Design-based Product Evaluation: The Role of Holistic and Analytic Thinking (Doctoral dissertation, Kiel, Christian-Albrechts-Universität, Diss., 2013).
10 Liu, L. (2013). Cultural Differences in Design-based Product Evaluation: The Role of Holistic and Analytic Thinking (Doctoral dissertation, Kiel, Christian-Albrechts-Universität, Diss., 2013).
11 Liu, L. (2013). Cultural Differences in Design-based Product Evaluation: The Role of Holistic and Analytic Thinking (Doctoral dissertation, Kiel, Christian-Albrechts-Universität, Diss., 2013).
12 Liu, L. (2013). Cultural Differences in Design-based Product Evaluation: The Role of Holistic and Analytic Thinking (Doctoral dissertation, Kiel, Christian-Albrechts-Universität, Diss., 2013).
13 Yenilmez, F. (2013). Ambalaj Tasarımında Kullanıcı Deneyimi: Bir Zeytinyağı Ambalajı Üzerinden Değerlendirme (Doctoral dissertation, Fen Bilimleri Enstitüsü).
14 Tao, S., & Zhong, Y. (2012). Research and Development of Green Packaging Structure Design. Advanced Science Letters, 10(1), 225-228.
15 Tao, S., & Zhong, Y. (2012). Research and Development of Green Packaging Structure Design. Advanced Science Letters, 10(1), 225-228.
16 Tao, S., & Zhong, Y. (2012). Research and Development of Green Packaging Structure Design. Advanced Science Letters, 10(1), 225-228.
17 van Biljon, W., & van Rensburg, M. J. (2011). Branding and packaging design: key insights on marketing milk to low-income markets in South Africa. African Journal of Business Management, 5(22), 9548-9558.
18 Chou, M. C. (2010). The Maximum Findability of Bottle Packaging Design (Doctoral dissertation).
1 Google Scholar
2 CiteSeerX
3 refSeek
4 Scribd
5 SlideShare
6 PDFCAST
7 PdfSR
1 R. Sara. “Packaging as a retail marketing tool”. International Journal of Physical Distribution & Logistics Management, 20(8): 29-30, 1990
2 S. Godin. “Purple cow: Transform your business by being remarkable”, New York: Penguin Group (2003)
3 S. Young and J. Asher. (2009). Designing for retail realities: brand marketers can no longer afford to ignore the way packaging appears in the 'real world'. Available at: http://www.brandpackaging.com/Articles/Feature_Articles/BNP_GUID_9-5 2006_A_10000000000000652475 [Accessed 24 April,2010]
4 J. R. DiFranza, D.M. Clark, R. W. Pollay. “Cigarette package design: opportunities for disease prevention”. Tobacco Induced Diseases, 1(2):97-109, 2002
5 Y. C. Chen. “A study on comprehensibility and interestingness of design from visual trope”. Taiwan Journal of Arts, 77:1-11, 2005
6 R. W. Y. Wang and M. C. Chou. “Consumer comprehension of the communication designs for food packaging”. International Conference on Research into Design (ICoRD'09), Bangalore, India, 2009
7 V. Butkevi?ien÷, J. Stravinskien÷, A. R?telion÷. “Impact of consumer package communication on consumer decision making process”. Inzinerine Ekonomika- Engineering Economics, 1:57-65, 2008
8 C. L. Teng. “New packaging design with practicality”, 2nd ed, ed., Taipei: North Star Culture, (1991)
9 M. L. Kang and C. H. Chen. “The study of the planning and evaluation of the packaging visual design of local agricultrual speciality products: A case study of "Chen-Shuan-Mei organic products" in Hsin-I cuntry of Nantou county”. The Conference of Package Design: Creative, Marketing, & Culture, Taichung: Taiwan, 2005
10 P. J. McClure, J. K. Ryans, Jr. “Differences between retailers' and consumers' perceptions”. Journal of Marketing Research, 5(1): 35-40, 1968
11 D. I. Hawkins, R. J. Best and K. A. Coney. “Consumer behavior: building marketing strategy”, 9th ed., Boston: McGraw Hill (2004)
12 B. H. Schmitt. “Experiential marketing: how to get customers to sense, feel, think, act, and relate to your company and brands”, New York: Simon & Schuster (1999)
13 M. Antioco, et al. “Integrating service and design: the influences of organizational and communication factors on relative product and service characteristics”. Journal of the Academy of Marketing Science, 36:501-521, 2008
14 B. H. Schmitt and A. Simonson. “Marketing aesthetics: the strategic management of brands, identity, and image”, New York: The Free Press (1997)
15 W. L. Wilkie. “Consumer behavior”, 3rd ed., New York: John Wiley & Sons, Inc. (1994)
16 J. F. Engel, R. D. Blackwell and P.W. Miniard. “Consumer behavior”, 8th ed., New York: Dryden Press (1995)
17 P. H. Bloch. “Seeking the ideal form: product design and consumer response”. Journal of Marketing, 59(3):16-29, 1995
18 M. Gershman. “Packaging: Positioning tool of the 1980's”. Management Review, 76(8): 33-42, 1987
19 J. Pilditch. “The silent salesman: how to develop packaging that sells”, 2nd ed., London: Business Books Ltd. (1973)
20 A. Connolly and L. Davidson. “How design affect decision at point of sale”? Journal of Brand Management, 4(2):100-107, 1996
21 M. Gobé. “Emotional branding: The new paradigm for connecting brands to people”, New York: Allworth Press (2001)
22 P. Gold. “Assessing what consumers see”. Brand Packaging, 4: 40-42, 2004
23 D. Palmer. (2008)Brand marketers looking to virtual shopping to gauge likely consumer behaviour. Available at: http://www.ausfoodnews.com.au/2008/11/19/brand-marketers-lookingto- virtual-shopping-to-gauge-likely-consumer-behaviour.html [Accessed 4 June, 2009]
24 J. Asher. (2005). Let's go bust some clutter. Available at: http://www.shelfimpact.com/archives/2005/11/lets_go_bust_some_clutter.php [Accessed 12 March, 2009]
25 M. R. Klimchuk and S. A. Krasovec. “Packaging design: Successful product branding from concept to shelf”, Hoboken, New Jersey: John Wiley & Sons Inc. (2006)
26 D. A. Aaker. “Managing brand equity: Capitalizing on the value of a brand name”, New York: TheFree Press (1991)
27 R. W. Y. Wang, M. C. Chou, P. W. Lan. “Research into the elements of design differentiation in the findability of beverage packaging”. The International Journal of Interdisciplinary Social Sciences, 5(2):221-244, 2010
28 C. T. Yang. “A study of the optical illusion of the packaging containers' volume: A comparison between the prismatic bottles and cylinder bottles”. Taiwan Journal of Arts, 67:17-32, 2001
29 L. L. Garber Jr. “The package appearance in choice”. Advances in Consumer Research, 22(1):653-660, 1995
30 E. P. Yuan. “Investigation of consumption psychology and packaging design”. Packaging Engineering, 25(1):105-108, 123, 2004
31 D. W. Stewart, P. N. Shamdasani and D. W. Rook. “Focus groups: theory and practice”, 2nd ed., Thousand Oaks: Sage Publications, Inc. (2007)
32 T. L. Greenbaum. “The handbook for focus group research”, 2nd ed., London: Sage Publications, Inc. (1998)
Mr. Regina W.Y. Wang
- Taiwan
wyw@mail.ntust.edu.tw
Mr. Mu-Chien Chou
- Taiwan