FINDABILITY OF COMMODITIES BY CONSUMERS

Authors

  • Regina W.Y. Wang*, Mu-Chien Chou

Abstract

How do consumers make choices or decisions when faced with diverse commodities in a hypermarket? This paper studies the findability of commodities by consumers on the basis of distinct packaging designs. This study consists of three stages: (a) gathering of test samples, (b) interview of design specialists, (c) and checking of visual packaging elements by consumers. Results show that consumers focus on the five types of visual packaging elements of bottled beverages, namely, brand name, textures, commodity name, additional product information, and health logo, when distinguishing packaging designs. The findings of this research emphasizes that consumers do not confine themselves to design elements (e.g., image, color, and shape) when distinguishing packaging designs. The findings also encompass the advancement of the correlation between design elements and its classifications, thus providing information on the differences in packaging designs.


key words: Packaging Visual Elements, Differentiation In Packaging Design, Findability, Trade Dress

Author Biography

  • Regina W.Y. Wang*, Mu-Chien Chou
    *Department of Industrial and Commercial Design, National Taiwan University of Science and Technology, Taiwan (R.O.C.) **Department of Bio-industry Communication and Development, National Taiwan University, Taiwan (R.O.C.)

References

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Published

2013-10-13

Issue

Vol. 1 No. 02 (2012)

Section

Articles

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“I certify that I have participated sufficiently in the conception and design of this work and the analysis of the data (wherever applicable), as well as the writing of the manuscript, to take public responsibility for it. I believe the manuscript represents valid work. I have reviewed the final version of the manuscript and approve it for publication. Neither has the manuscript nor one with substantially similar content under my authorship been published nor is being considered for publication elsewhere, except as described in an attachment. Furthermore I attest that I shall produce the data upon which the manuscript is based for examination by the editors or their assignees, if requested.”

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