Packing Design as a Study Object of Promoting the Commodity Value ── on Commodities of Different Levels of Customer Involvement

• Main Authors: Shih-hua Chen, 陳世華
• Other Authors: Chun-hung Chen
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/46946690609316651575

碩士 === 國立雲林科技大學 === 視覺傳達設計系碩士班 === 91 === This research is designed to study how the packing design promotes the commodity values. To accomplish this goal, the research is divided into three stages. The first stage is to analyze the chosen study objects (packing of commodity) and their design work. KJ method is adopted in this stage to hive off commodities into 4 groups (see below) according to the commodity’s attributes and customer’s cognition (involvement) toward them. The packing designs and presentation techniques of these commodities in four groups are then studied. The second stage is to conduct a test of customer’s feeling on the product value and the imagery of its packing. In each commodity group, one product is selected from each type of packing design as the object of this semantic analysis. The finding is then used as the data for the next stage, that is, to modify the original packing design into 10 new designs for ranking and semantic test, and to conclude how much the change of packing design influences the product values and the overall imagery. The findings of this research are listed as follows: 1. Examples of packing designs that cause positive effect on the product values in four commodity groups: （1）High-Involvement / Rational Purchased Product: ◎Cellular phone – product image with heavy color combination promotes the product value most; the pattern of product name (i.e. BenQ) along with product image is most preferable in the ranking test. ◎Contact lens (care solution) – symbolic pattern of cleanness promotes the value most. ◎Photographic equipment (camera) – product image with a briefing of function appears best; simple geometric form with high–tech color is most preferable in the ranking test. （2）High-Involvement / Emotional Purchased Product: ◎Perfume – designs that match up the soft image of feminine and avoid using over-bright colors add positive values. （3）Low-Involvement / Rational Purchased Product: ◎Milk powder – functional pattern is highly recognized and most preferable. ◎Disinfections / cleaners (drain cleaner): image of kitchen is highly recognized and preferable. ◎Insecticide / moth repellent (mosquito-repellent) – abstractive image is desirable in both recognition and ranking test. （4）Low-Involvement / Emotional Purchased Product: ◎Icy product – image of product material is highly recognized and preferable in ranking test. ◎Soft drink – using bubbles as the design elements promotes the value most and is most loved. ◎Chewing gum – lively curve lines or soft lines promotes the value most; using image in relation to the flavor of product is most preferable. 2. Recommendation on packing design for four groups of commodities: （1）High-Involvement / Rational Purchased Product: if the product has something to do with functions (such as cellular phone, photographic equipment), the combination of using various word fonts, product image, a briefing of function, simple geometric form and high tech colors is recommended; if the product is something about body cleaning (such as contact lens, care solution), it is better to use symbolic images that represent cleanness. （2）High-Involvement / Emotional Purchased Product: it is suggested to use geometric and abstractive images that match up the soft image of feminine. （3）Low-Involvement / Rational Purchased Product: images that express the attributes and functions of products are recommended. （4）Low-Involvement / Emotional Purchase Product: image of product material and elements of product imagery, plus attractive and interesting layout.