Research into the Elements of Design Differentiation in the Findability of Beverage Packaging

By Regina W.Y. Wang, Mu-Chien Chou and Pei Wen Lan.

Published by The Social Sciences Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

We search and distinguish products at points of purchase for final decision. However, how do we find the differences among product packages? This issue deserves our investigation. A good package design is contributive to the findability of a product. In view of this, we try to acquire knowledge about beverage packaging design through the current applications of design elements in the market. In this study, we assumed that design elements will vary with packaging of visual: and we accordingly used two phases for investigation. In phase one, the Natural Observation Method was used to collect information of the package samples; in phase two, the Comparative Analysis Method was adopted to distinguish the difference in the application trend of their design elements. After we investigated into the design elements of differentiation (shape, brand name, pattern, color, and attached product information) for the packaging findability of eight types of beverages, namely dairy drinks, tea drinks, fruit and vegetable juice, carbonated drinks, coffee, sports drinks, functional drinks, and bottled water, we had the following findings: (a) Differentiation of shape design forms in such different parts as the cap, neck, handle, body, and bottom of the container; (b) brand name design can be divided into four forms—computerized script, artistic script, synthetic script, and picture-combined script; (c) pattern design consists of commodity photo, detailed description, painting representation, symbolic portrayal, and abstract symbolization; (d) differentiation of color design forms in the different schemes of hue, brightness, chroma, and tone; and (e) for attached product information design, the three forms of instruction leaflet, sticker, and hanging card are used. For consumers’ notice and the purpose of sales promotion, the results of this study can be used as reference of the marketing designer in creating differentiation in the visual design of beverage packages.

Keywords: Beverage Packaging, Packaging Findability, Design Differentiation

International Journal of Interdisciplinary Social Sciences, Volume 5, Issue 2, pp.221-244. Article: Print (Spiral Bound). Article: Electronic (PDF File; 7.059MB).

Prof. Regina W.Y. Wang

Associate Professor, Graduate School of Design, National Taiwan University of Science and Technology, Taipei, Taiwan

Regina W.Y. Wang is an Associate Professor in the Department of Industrial and Commercial Design at National Taiwan University of Science and Technology. She specializes in graphic communication and ERP in visual perception that involves readability and emotion dimensions. Quite a few of her papers have been published by design journals and in international design symposium proceedings.

Mu-Chien Chou

Lecturer, Department of Digital Media Design, Chungyu Institute of Technology, Taipei, Taiwan

Mu Chien Chou is a lecturer in the Department of Digital Media Design at Chungyu Institute of Technology. He is also a Ph.D. Candidate at National Taiwan University of Science and Technology. His research is devoted to the application of visual perception in communication/media design practice that involves consumer behaviors and package findability. Not a few of his papers have also been published by design journals and in international design conference proceedings.

Pei Wen Lan

Graduate Student, Graduate School of Design, National Taiwan University of Science and Technology, Taipei, Taiwan

Pei Wen Lan is a graduate student in the Graduate School of Design at National Taiwan University of Science and Technology. She specializes in graphic communication in packaging design. Quite a few of her papers have been published in the international design conference proceedings.

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