The research of package design influent consumer's behavior / Take package market of wedding cake for example.

• Main Authors: CHENG.MING.HUI, 鄭明輝
• Other Authors: CHERN LIH MIN
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/68648526695185814483

碩士 === 國立高雄師範大學 === 視覺傳達設計研究所 === 94 === Due to the specific and cultural purpose, the market of wedding cake has a unique style in Taiwan. It becomes a quite special package design. The package of the wedding cake is different from other food. It emphasizes the quality of the products. , and develops into a fashion goods which are exquisite. According to this research, we discover that the main idea depends on the consumers have some special needs to the wedding cake. People only use it once a time in their life so it makes the package of the wedding cake become more and more exquisite. Besides the social common practice becomes open up and the consumer’s emotion reflection of their own style, the package design of the wedding cake is not follow the restrictions of tradition in recent years. And it becomes more colorful and fashion in style. By comparing the change of the wedding cake’s package, obviously we can see the differences of social, cultural and economic issue on going. It also influences designers and the client of the wedding cake industry into the market. By reviewing the literature and sampling , we do the analyzing the products and interviewing the consumers, the clients and the designers in terms of understanding how the package design effect to the behavior of the consumers. The other point of view is focused on the brand image studying which not just contains product promotion, price, and design but also involves the image of this brand itself in its marketing circle of life and its developing procedure into the commercial industry in future.