STP1316

    Perceiving What Package Designs Express: A Multisensory Exploratory Study Using Creative Writing Measurement Techniques

    Published: Jan 1996


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    Abstract

    The purpose of this research is to assess consumers' ability to correctly interpret messages that designers incorporate into new package designs. Packages today are designed to communicate many different messages—status, femininity, environmentally conscious, security (tamper-proof), etc. The goal of this project was to explore how consumers perceive and interpret these messages, and how consumers' interpretations of designers' messages relate to liking the package.

    Results suggest that in cases where consumers correctly interpret designer messages: 1. Messages are clear and unambiguous. 2. Messages deal more with positive image associations than practical or functional benefits. 3. Designers and receivers might be communicating on subconscious levels. 4. Designs that communicate well are liked more than designs which communicate poorly.

    Keywords:

    package design, communication, messages, decode


    Author Information:

    Durgee, JF
    Associate professor and assistant professor, School of Management, Rensselaer Polytechnic Institute, Lally Management Center, Troy, NY

    O'Connor, GC
    Associate professor and assistant professor, School of Management, Rensselaer Polytechnic Institute, Lally Management Center, Troy, NY


    Paper ID: STP11732S

    Committee/Subcommittee: E18.05

    DOI: 10.1520/STP11732S


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