A Study on Framework Development and Ritual Design Factors Affecting Consumers’ Preferences for Modern Cultural and Creative Product Packaging

Abstract

Ritual design can create meaningful experiences and values in life, promote the creative lifestyle industry, strengthen a country's soft power and industrial competitiveness, and affect consumers' lifestyles and values. As part of the global trend of the experience economy, ritual design in Taiwan combines its rich and diverse industrial foundation with its cultural features. Ritual design can provide innovative solutions to design challenges on the market, allow creative ideas to flourish, and increase the feasibility of business models. Most studies on modern cultural and creative product packaging have explored theoretical models. Therefore, a set of modern cultural and creative product packaging principles and methods should be developed to infuse a sense of ritual in packaging design. These principles and methods may provide references for packaging designers to address the increasing demand for creativity and innovation. This study was divided into two stages. In the first stage, we reviewed literature on the Golden Circle theory and Gestalt theory to develop a theoretical model for the process and method of modern cultural and creative product packaging. In the second stage, we developed modern cultural and creative product packaging using the proposed model to explore the feasibility of applying ritual to cultural and creative product packaging design and the outcomes of the proposed model. Finally, we provided practical suggestions as references for design education and subsequent studies. The results can assist in the implementation of modern cultural and creative product packaging to provide consumers with in-store experiences when opening packages.