Evaluation of Packaging Form Regarding Consumers’ Sentimental Response to Bottled Beverage Containers

Abstract

With the rise of consumer awareness in the increasingly competitive marketplace, attracting consumers' attention to a successful product is an important issue. Regarding consumers' purchasing decisions for bottled beverages, decision-making is driven not only by a beverage's flavor attributes or brand impression, but also by the visual effect of its packaging design. Accordingly, how to create an attractive beverage packaging based on consumers' affective requirements has become one of the most important concerns to promote sales of beverages. Many studies have discussed the visual design of container form design based on consumers' sentimental responses by means of investigation and analysis. However, most research has focused on the exploration of a single beverage category, and rarely on the discussion of various beverage categories in terms of container design. To explore the issue, three beverage categories of PET (Polyethylene terephthalate) container form samples are chosen as examples of carbonated drinks, water drinks, and tea drinks. A series of visual evaluations of the PET container form was conducted to explore how the features influence consumers' sentimental responses, and to compare the difference between the container features for the three categories of bottled beverages. The research results can provide bottled beverage designers/manufacturers with some meaningful suggestions for developing a new container design that meets consumers' sentimental expectations.

Emotional Design of Packaging: A Bibliometric Analysis

“…Scholars have worked to optimise packaging design to provide positive emotional experiences and enhance user satisfaction. For example, Chang et al (2018) focused on consumers' emotional responses to the shape of bottled beverage containers and explored how possible corporate social responsibility (CSR) can be assessed at the conceptual design stage of product packaging, and their findings suggest that packaging design can significantly influence consumers' emotional responses and purchasing decisions. Sester et al (2013) conducted a study through an empirical study that explored participants' mental representations of beer, their results indicated that consumers in the packaging condition paid more attention to the description and natural attributes of the beer, while consumers in the blind tasting condition paid more attention to the sensory attributes of the beer.…”

Creation of Annual Order Forecast for the Production of Beverage Cans—The Case Study

“…The research was focused on various beverage categories in terms of container design. While their research was done to a bottled beverage, the design changes can be applied in aluminum cans as well [10].…”

Analysing Sustainability Reporting Content for Creating Value through Engaging Stakeholders: A Qualitative Approach

“…, performance expectancy, social influence, aesthetic appeal, and designed information with behavioural intentions(Toufani et al, 2017;Chang et al, 2018;Rehman et al, 2022;Jacob & Pattusamy, 2020;Tak & Panwar, 2017;Holzmann et al, 2020. The study proposed the research model (refer to figure1).…”