The verbal and visual components of package design

Rettie, Ruth; Brewer, Carol

doi:10.1108/10610420010316339

Cited by 251 publications

(227 citation statements)

References 25 publications

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“…They investigated several unanswered questions in recent studies of consumer behavior in the context of internet-based marketing. The results of an empirical study of econsumer behavior demonstrated that brand trust was achieved through the following dimensions such as various brand experiences and the search for information, a high level of brand familiarity, and customer satisfaction based on cognitive and emotional factors (Rettie & Brewer, 2000;Chattopadhyay & Laborie, 2005). Dickson and Urbany (1994) investigated retailer reactions to competitive price changes.…”

Section: Introductionmentioning

confidence: 99%

An exploration study on factors influencing Iranian food industry

Azad¹,

Seyedaliakbar²,

Hosseinzadeh³

et al. 2013

10.5267/j.msl

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The proposed study of this paper present an empirical investigation to detect important factors impacting on food market using factor analysis. The proposed study designed a questionnaire, distributed among 207 customers who were regular customers of two food chains in city of Tehran, Iran named Shahrvand and Hyperstar. The results of our survey indicate that six major factors including brand loyalty, physical characteristics, pricing effects, performance characteristics, brand relationship and brand position influence food industry, significantly. In terms of the first factor, brand loyalty, "Trust", "Packaging design characteristics", "Competitive pricing strategy", "Stability in quality", "External relationships" and "Meeting expectations" are important factors in different categories.

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Section: Introductionmentioning

confidence: 99%

An exploration study on factors influencing Iranian food industry

Azad¹,

Seyedaliakbar²,

Hosseinzadeh³

et al. 2013

10.5267/j.msl

View full text Add to dashboard Cite

show abstract

“…Therefor, illustration is a critical complement to the headline and body copy of an advertisement, and assists the consumers' information processing and decision making [15]. Though researchers advocated the positive influence of illustration and using pictorial materials in an advertisement, the most studies of illustrations of advertisements concentrate on the visual component such as size, color, and format of the ads [27]- [30]. Regarding the study of hotel advertisements, Siu and Fung (1998) classified seven common used illustrations, namely the staff of the hotel, the general manager or top management of the hotel, customers of the hotel, exteriors of the hotel, interior of the hotel without people, interiors of the hotel with people, and others [15].…”

Section: Illustrations Of Advertisementsmentioning

confidence: 99%

A Content Analysis of Hotel Advertisements in China

Ying-Zhou¹,

Han²

2015

JOEBM

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“…Packaging is the opening bridge way between a brand and its communication with customers, and under the rising competitive market, the status of product design has now risen to a major role in marketing (Rettie and Brewer, 2000). The main function for packaging has been to safely protect the product and ensure it can be conveniently maneuvered during transport, storage, sales, and usage（Gonzalez, Thorhsbury & Twede, 2007;Wells et al, 2007;Kuvykaite, 2001 ） .…”

Section: Figure1mentioning

confidence: 99%

An Emotional Study of Product Design: Images of Cleaning Containers

Lin¹,

Liu²,

Lin³

et al. 2017

Proceedings of the 2017 International Conference on Organizational Innovation (ICOI 2017)

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Abstract-Product design has always been a key in influencing a consumer's desire to purchase a product in a highly competitive market. During the designing process, the designer has to understand how the consumer's senses appeal towards the appearance of a product, and go through numerous researches into the images that most favor the consumer's wishes. Thus, it has been of great importance in the study of marketing how the appearance of a product can cognitively affect a consumer's willingness to purchase a product. The study below is a research using cleaning products as an example, in which it explores the different psychological attitudes purchaser's display in the different image designs of the product.Applying the study of Semantic Differential, this research utilizes ten different images of cleaning containers to explore the connection between the product image and the emotional reaction in purchasing a product. The experiment uses seven emotional keywords such as "sporty", "cute", "simple", "rationale", "technological", "gentle", and "traditional", and attach them separately to the ten images of cleaning product designs The result concludes square and cylinder bottle designs display emotional keywords that relate to "simple" and "traditional"; cylinder bottle images exemplify emotional keywords such as "simple", "gentle", and "rational"; circular, flat bottles that contract at the bottom display an emotional keyword of "sporty"; symmetrically curved bottles display emotional keywords of "cute" and gentle". Furthermore, the emotional keyword assessment between the designs of square bottles, convex bottles, one-sided concave bottles, and asymmetrical curved bottles seem to display the most significant differences.

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The verbal and visual components of package design

Abstract: It is estimated that 73% of purchase decisions are made at point of sale ('Frontiers; planning for consumer change in Europe 1996/1997', Henley Centre, 1996

Cited by 251 publications

References 25 publications

An exploration study on factors influencing Iranian food industry

An exploration study on factors influencing Iranian food industry

A Content Analysis of Hotel Advertisements in China

An Emotional Study of Product Design: Images of Cleaning Containers

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