Consumer Comprehension of the Communication Designs for Food Packaging

ICORD 09: Proceedings of the 2nd International Conference on Research into Design, Bangalore, India 07.-09.01.2009

Year: 2009
Editor: Chakrabarti, A.
Author: Wang, W. Y.Regina; Chou,Mu-Chien
Section: Human Factors, Aesthetics, Semantics, ans Semiotics
Page(s): 321-330


When consumers have to choose from an array of products, package design plays a signi cant role in consumer communication. Speci cally, the package design reveals the content and details of the product to the consumers.It likewise helps a product stand out in the market, and this is what package designers should focus on.This paper seeks to discover how consumers comprehend the communication designs in food packaging in order to elicit ideas for designing effective packages. Two steps are performed in this study: collection of food packaging samples and conduct of focus group interview among consumers. The information gathered from the focus group interview serves as basis for several conclusions. First, in terms of effective relay of messages in food packages, “texts” appear to achieve this better than do the other design elements; this is followed by “shape.” Second, the communication design pattern that best facilitates understanding is “brand name and product image.” Third, the preferred design elements of the respondents are ranked as follows: texts>shape>image>color.Overall, this research study can provide information on howconsumers comprehend communication designs for food packaging and hence can serve as a guide for designers towards achieving effective food package designs

Keywords: Food Package, Comprehension, Communication Design


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