A research of the package`s surface graphics image influence the consumer`s behaviour--------------take the Andante facial tissues package as an example

• Main Authors: Huang Tsung-Chao, 黃宗超
• Other Authors: Sheu Shing-Rong
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/96403447189852311520

碩士 === 國立臺灣藝術大學 === 造形藝術研究所 === 93 === Abstract A long period of time﹐how to design a “perfect package” for a new commodity that is going to put on the market always embrangle the package designer and the merchant for difference standpoint.﹒The issue is neither package designer nor the merchant can figure out what kind of image be used on the package is “ideal” particularly for the item like perfume and facial tissue which are very difficult to convey a concrete image to consumers by means of surface graphic image on the package. The researcher works for Cheng Loong Corpration （a facial tissues manufacturer and world’s top 100 paper company ）take charge of package design in R&D dept., is very curious to know what sort of package`s surface graphic image can best influence consumer`s behaviour, and try to figure out some issues as below. 1. What kind of package image can best motivate consumers to make purchases? 2. What kind of package image can best attract the consumer’s attention? 3. What kind of package image is best able to build a top quality brand? 4. What kind of package is most appealing for house décor and increases the package’s added value? This research takes advantage of a questionnaire survey to fine out consumer’s feelings on package image. The questionnaire contains four units "Consumer purchase behavior survey ", " testee background investigation ", "semantic differential scales test", "priority option in six different kinds package images ". And by means of “ KJ method”,“Semantic Differential method (SD)”as well as “Rank Order method(RO)”, to get three conclusions: 1 The result by KJ method may classify "the category of flowers and plants ", "the category of marine ", " the category of cute baby animals", " the category of contemporary illustration art", " the category of ancient Chinese style ", " the category of ancient Western style ". 6 kind of surface graphic image on facial tissues package from market . 2. The result by SD method may classify"the sex feeling factor", "the age feeling factor", "the decoration feeling factor", "the city and countryside feeling factor" and so on in four cognition common factors. 3. The result by RO method "the category of marine "is priority option over others in the each issue, therefore recommend this theme to merchant and designer,and should refer to the consumer which this research pointed out the common image cognition. Althought to design a surface graphic on facial tissues packag which refer to consumers opinion base on the questionnaire survey and analyze consumer`s opinion by means of KJ method, SD method , RO method,contrast..etc. it could conform to scientific,however it could probably affect designer's creativity , limited the imagination. Since whitout the best solution so far , the science basis creation performance way is acceptablethe between the packing designer and the merchant at least. Key words: package strategy, package design, package`s surface graphic image , facial tissue package, consumer behavior.