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REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT

REFLECTION ON THE PACKAGING

IN DESIGN MANAGEMENT

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Degree: MA design management

Word count: 2880

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT

TABLE OF CONTENTS

Table of Contents 2

1. Annotated Bibliography 3

1.1 Introduction 3

1.2 Mind map 1 5

1.3Thinking process 6

2. Literature Review 9

2.1 Direction 9

2.2 Overview of the research topic 12

2.3 Infographic 2 14

3. Reflective Commentary 15

3.1 Research gap 15

3.2 Planning 16

4. References 17

5. Appendices 22

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT

1.Annotated bibliography

1.1 introduction

Packaging is one of the important part in design management. Packaging can

attract consumers' attention and stimulate consumption, and packaging play

an important role in marketing. (Shen,2016) Packaging design not only affect

people’s choices, but also is an excellent way to establish a brand

image. Packaging design has gradually become the link and bridge

between enterprises and consumers to establish cognitive brand

awareness. Packaging is an excellent way to convey information and

generalize brand in today’s gradually competitive marketing, especially in

the launch of new brands, reposition or extend the brand, when change the

product or distinguish product, using graphic will provide a strategy

approach to differentiation. (Garber et al. cited in Vergura and Luceri,

page218, 2000) Different products have different packaging needs, for

example, preservation is the main feature of packaging for food, however, a

attractive packaging effect the sales. The primary purpose of packaging is to

protect the product, with the customer awareness growth and the long-term

development of the consumer's social structure, packaging is not only

expected to protect product features, but also increase sales.（Yang, 2018）

For cosmetic, limited packaging maybe is a way to attract consumer. At the

https://www.emeraldinsight.com/doi/full/10.1108/JCM-12-2016-2021

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT

same time, different people have different preferences for packaging, such as

different ages or different gender. Packaging affects the market of products in

varying degrees, hence, packaging will become the focus in design

management research. In people’s daily life, packaging effect people’s

decision when they buy something, Vergura and Luceri reported that

packaging affects people's purchase decisions and it is one of the important

issues. (Vergura, Luceri. 2018) With the improvement of people's living

standards, the definition and goals of packaging design have also changed.

Packaging design is an external reflection of the intrinsic product. In addition to

the protective function, the packaging of the product creates a beautiful visual

image for consumers through visual elements such as graphics, color and text,

and expresses and promotes the characteristics and functions of the product in

different forms to help consumers understand the product.

I choose this area because packaging plays an important role in marketing.

The reason why consumer buy something directly is that product display, in the

product display, attractive packaging play an essential role. (Ghani and Kamal

cited in Edward, page 805, 2013). In the absence of reference information or

the same quality and price, unique packaging can attract consumers' attention

and interest, and enter the consumer's choice range. Therefore, packaging is a

way to convey information to customer, it can not only describe the trademark,

name and quality of the product, but also introduce the special effects and

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT

uses of the product, as well as the corporate image. Consumers can get

information about the product in a short time through the product box. A good

packaging is also conducive to building a brand image and brand awareness.

Packaging not only conveys brand information to consumers, but it can be

delivered to consumers at the lowest cost. (Hellstrom and Nilsso cited in

Edward, 2013) Packaging can attract consumer so that increase

purchasing, then, help the company get more revenue.

1.2 mind map

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT

1.3 Thinking process

From my mind map, packaging is my research field in design management,

Packaging is not only to protect the integrity of the product, it is also a

brand strategy that the company attracts customers. Function, visual

design and brand marketing issues are involved into packaging, these

features effectively show the brand image and package content. (Orth &

Malkewitz cited in Yang, page 52, 2013).

Firstly, packaging is divided into five parts, they are design, marketing,

content, product categories and consumer preference. The aesthetics in

design will become basic section because one of the purpose of packaging

is to attract consumers, and the aesthetics design of packaging is the main

factor in attracting consumers. Customer preference is divided into two

parts, consumer behavior and groups. For customer, different ages and

different gender have different preferences when they choose a product.

An experiment about the choices of chocolate packaging show that conner

who under 20 age would like to choose tall thin shapes and more easier to

accept innovative shapes, however, the others who over 40 years old like

conventional shapes. And men recipients prefer angular shaped packaging

but women have more interest in the shallow and curved package. ( Barnes

et al., 2003)For instance, children maybe would like to choose a product

which packaging with cartoon or a toy, a survey indicate that children are

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT

the most vulnerable to food packaging, attractive packaging can influence

children’s favour. (Elliott, 2018) Brand mascots and media characters on

food packaging can attract children’s attention in order to increase sales.

Furthermore, these characters also influence the tastes imagination before

they buy it. (de Droog et al. and Enax et al. cited in Elliott, page156, 2018)

And the elder maybe consider which packaging is more easy to open.

There is a new trend that design products and packaging for the elder, and

the elder think that the openability is very important. ( Jeeranuch and

Athakorn, 2018) Therefore, the survey of packaging preferences for

different groups of people is a part of packaging design.

The most important part of packaging in design management is packaging

aesthetic design, because it is the main reason that influence consumer

behavior. Consumers believe that the aesthetic design of the product can

bring them a sense of pleasure(Amel, 2018) And it is divided into four parts

named aesthetic, functional, psychological and social. At first, when it

comes to aesthetic in packaging, shape, color, graphic and material are

key components. As Edward in his article mention that according to the

research results, food company should focus on the visual packaging

design, such as color, font, logo, graphics, and size to establish positive

perceptions and brand awareness for target people.(Edward, 2013) The

color in aesthetic of packaging design will be the focus of this article because

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT

color maybe is one of the important issue attracting customer’s attention when

they go shopping, all of the visual design tips for consumer, color maybe is the

most element. (Lynn cited in Spence and Velasco, page 226, 2018). And the

pattern in packaging is another factor that affects consumer behavior. The

other parts in design are functional, psychological and social.

Then product categories, content in packaging and the effect of marketing are

another relation with packaging. Products can be divided into foods, drinks and

cosmetic, and the content on packaging can convey information to people. For

marketing, packaging effect the awareness of brand because the attractive of

packaging. The physical structure, materials, surface treatments and

interactions of the packaging not only affect the consumer experience in a

large extent, but also influence customer awareness of brand follow-up.

( Timney and Chamberlain, 2017) Because of this essay will focus on how

color and pattern in packaging design effect consumer behavior, so the

analysis of packaging will focus on consumer behavior as well as color and

pattern in aesthetic of packaging design.

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT

2. Literature Review

2.1 Direction

From the introduction part, different products have different target people,

companies need to understand the different preferences of consumers to

design attractive packaging. Packaging design influence consumer behavior,

this essay focuses on the impact of color and graphics on consumers in

packaging design.

Color is one of the important factors to beautify and highlight product features.

Color is the first element to attract consumers, it convey brand information to

people and it is also a reflection of consumer psychology. The color of the

design not only evokes the consumer's feelings about the product, but also

attracts the consumer's attention and affects the product. Therefore, the color

of the design is one of the basic elements that stimulate the consumer's visual

experience.(Amel, 2018) People will have some association with color and

different color have different feeling. People's perception of color can quickly

distinguish the preference for products.

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT

Considering the particularity of packaging in the marketing market, the color of

packaging is one of the necessary elements to convey information. It can

quickly establish emotional intercommunication with consumers, evoke

people's association with products, and stimulate purchases.(Barchiesi et al.

2016 ) Hasani and Zeqiri think that Companies use different colors to reflect

different emotions. For example, black is considered to be power, blue is for

trust, red is for energy, and green is considered balanced or fresh and organic.

(Hasani and Zeqiri, 2015) Color also is one of the ways to distinguish the taste

of food, the research has shown that the color of the package will affect the

consumer's experience with the product, in fact, more and more research

indicate that the color of the package affects the initial judgment of the taste,

such as the scent of food and beverage products or even household or

personal care products.（Spence and Velasco，2018) “ Velasco et al

demonstrated that packaging color /product flavour congruence facilitated the

visual search for a particular flavour of crisps. Specifically, participants found it

significantly easier to locate a predetermined flavour variety (e.g., cucumber)

when the color of the packaging was congruent with the customer’s

expectations(e.g., green, with their color-flavour correspondences).” (Spence

and Velasco，2018) From the above literature research, it can be seen that

color affects consumers' first feelings about products, and also becomes a

necessary factor to attract consumers' attention in packaging design.

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT

Therefore, in the packaging, in order to make the product out of the

competition, the designer can not ignore the importance of color.

Color has some influence on everyone's psychological choices,Regarding

people's preference for color, some experiments have shown that people love

color packaging more than grayscale packaging.（Marques da Rosa et al.，

2018）Through Soirer and Brée's research on the application of red and blue in

mineral water packaging, blue packaging is more exciting for consumers.

(Sohier and Brée cited in Amei, page 93, 2018) Colors can also convey

environmentally friendly information, such as green applications in packaging

that are implicitly related to sustainability.(Hoogland et al., Magnier and

Schoormans, and Pancer et al. cited in Steenis, et al. Page 287, 2017)

Accordingly, different colors have different expectations in consumer

psychology, that is the reason why designer should consider color when they

design a package.

Graphics is also one of the characteristics of packaging design, which also

promote brand or product to consumer. It is very important for brand or

company to use image on packaging because it can increase people's focus

on the product. (Hasani and Zeqiri, 2015) Firstly, graphic on packaging through

abstract or figurative visual graphics to create and convey aesthetics, to show

a rich corporate connotation, a perfect interpretation of products, to deliver

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT

high-quality quality information to consumers, so that consumers fully

associate the use value of products, generate purchase desire. Packaging can

be thought of as consisting of many elements, and graphics can be used as

one of the language design features that prompt consumers. (Magnier and

Crié, Rettie and Brewer, Underwood cited in Steenis el al. Page 288, 2017 ).

On the food packaging, in order to reflect the delicious taste of the food, the

photos of the food are often printed on the product packaging to deepen the

consumer's vivid impression. According to Klimchuk & Krasovec, picture on a

food package can cause appetite to happen. (Klimchuk and Krasovec cited in

Cahyorni and Rusfian, page16, 2011)

2.2 overview of the research topic

My research topic analyze the impact of aesthetics on consumers in packaging

design, especially in color and graphics. For the brand, the company needs to

promote the product, or a certain degree of awareness, that is, marketing

communication(Cahyorini and Rusfian, 2011) Every brand needs to promote

its products through some methods, and packaging is an effective way to

attract consumers. (Hasani and Zeqiri, 2015) The company is more interested

in using packaging to promote sales. In packaging, colors and graphics are

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT

visual elements, visual elements as a basic element of packaging design can

convey information to consumers effectively. (Chen and Song, 2018) Design

must attract consumers through its unique characteristics, but also to promote

brand information. (Cahyorini and Rusfian, 2011) Colors as visual elements

first attract the attention of consumers, and graphic can convey brand

information to consumer. Gollety think that “at 10 meters, color is the first

element seen by the consumer. At 4 meters, it is the shape, every bit as

important as the color that is seen. At just 1 meter away from a product, it is the

brand which the consumer sees”.(Gollety and Guichard，2011）Thus, when the

consumer does not understand the product, the first factor affecting the

consumer's choice may be the color of the package. On the other hand,

graphic is another method in packaging design to attract consumer. Different

consumers have different preferences for graphics. The reason why I choose

aesthetic in packaging is that a good design must satisfy consumer’s

requirements, and a successful design must not only be reflected in the

function, but also achieve the consumer's visual requirements in aesthetics,

and successfully catch people's eyes. (Hassenzahl, Jordan, Liu and Norman

cited in Westerman et al. 2012) Because of color and graphics are used as

visual elements in packaging design to convey certain brand information to

consumers, and from previous research, color is the main factor affecting

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT

consumers. Accordingly, the research direction of this paper is the influence of

color and graphics on consumers behavior in packaging.

2.3 Infographic 2

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT

3.Reflective Commentary

3.1 research gap

The literature review gives some points about aesthetic in packaging effect

consumer decision, color and graphic became the main research direction.

Through the above research packaging it is found that packaging does affect

the choice of consumers and affects the sales of products. But the negative

effect also can not be ignored. In people’s daily life, sometimes, they find that

the packaging of the products we buy is gorgeous and attractive, but it is

disappointing after opening. Some people think that some beautifully

packaged goods also have too high a price, but the goods themselves are not

worth the price, and people called this over-packaging. Over-packaging

describes a phenomenon which over use packaging to beautify products but

causing waste of packaging materials that were not originally needed

(Elgaaïed-Gambier, 2014) The first problem of over-packaging is that the price

is too high, some package is more expensive that the product itself, and the

second one is waste and environmental pollution. A study shows that

over-packaging can account for 65% of the total cost of the product, so for

manufacturers, over-packaging saves the cost of the product itself. (Sevadec

cited in Monnot et al., 2017) On the other hand, Some packaging will be made

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT

of materials such as cardboard, which invisibly increases the cost of the

product, and the bearer can only be the consumer, which means that the final

sales price rises. (Elgaaïed-Gambier, 2014) Over-packaging is a waste of

resources, and it will generate more household waste and pollution.

(Elgaaïed-Gambier, 2014) Therefore, over-packaging not only increase the

cost of product, but also causing environmental pollution.

To sum up, proper packaging is necessary. But over-packaging goes to the

other extreme, exaggerating the function of packaging, misleading consumer

attitudes, and damaging the interests of consumers and society. Packaging is

no longer just the traditional appearance of the product, but is integrated with

the product, which is more simple and individual while reducing costs. This is

the art of packaging. Recently, people pay more attention to sustainable

packaging in order to protect environment, thus, we should reduce the use of

over-packaging.

3.2 planning

Through the study of this course, I discovered the importance of reading and

critical thinking. Reading can not only help us gain professional knowledge, but

also help us have a sporadic thinking about the topic of our thesis. In the

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT

writing process of this article, I read some literature about packaging and and

inspired some ideas for packaging. In the next semester, I will read more

literature and organize my thoughts about the direction of design management.

In the process of writing this essay, I realized the importance of time

management. I think good time management will improve learning efficiency

and make writing easier. Therefore, I will divide my time, plan my future time,

arrange time during Easter holidays, and visit more museums and increase my

knowledge. In the remaining time, you should try to learn English well, learn

your major, and obtain a degree certificate. If i can get an opportunity to find a

job in UK after graduation, I want to stay here in order to increase my

experience.In the future, I hope that I can find a satisfactory job and apply the

knowledge I have learned during my graduate studies to my work. In addition,

the research on packaging in this article allowed me to be exposed to various

aspects of packaging during the literature, such as sustainable packaging and

consumer behavior and psychological, and perhaps to focus on some cases

and literature on sustainable packaging and pay attention to consumer

psychology in future studies. Maybe it will help me in my future career.

4. References

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT

Amel, A. (2018). Influence of cosmetic packaging’ color on price perception

and consumer preference. Annals of 'Constantin brancusi' university of

targu-Jiu. economy series, 2, p.92-100

Barchiesi, M., Castellan, S. and Costa, R. (2016). In the eye of the beholder:

Communicating CSR through color in packaging design. Journal of Marketing

Communications, 24(7), p.720-733.

Barnes, C. Southee, C. and Henson, B. (2003) The impact of affective design

of product packaging upon consumer purchase decisions. Proceedings of the

International Conference on Designing Pleasurable Products and Interfaces,

p.134-135

Cahyorini, A. and Rusfian, E. Z.(2011) The effect of packaging design on

impulsive buying, Journal of Administrative Science & Organization, 18(1),

p.11-12

Elgaaïed-Gambier, L. (2014). Who Buys Overpackaged Grocery Products and

Why? Understanding Consumers’ Reactions to Overpackaging in the Food

Sector. Journal of Business Ethics, 135(4), pp.683-698.

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT

Elliott, C. (2018). Milk in a glass, milk in a carton: The influence of packaging

on children’s perceptions of the healthfulness of milk. International Journal of

Health Promotion and Education, 56(3), p.155-164.

Gollety, M. and Guichard, N. (2011). The dilemma of flavor and color in the

choice of packaging by children. Young Consumers, 12(1), p.82-90.

Hasani, V. and Zeqiri, J. (2015). Using Factor Analysis Tool to Analyze the

Important Packaging Elements that Impact Consumer Buying

Behavior. International Journal of Academic Research in Business and Social

Sciences, 5(6).

Hui Chen & Wu Song (2018) A multi-level study of evaluation indices and

weight comparison for food packaging designs, Journal of Interdisciplinary

Mathematics, 21:2, p.287-297

Jeeranuch, B., Athakorn, K. (2018) Criterion Evaluation of Accessible

Packaging Design for Aging Society, 2018 2nd International Conference on

Engineering Innovation. P86-89

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Marques da Rosa, V., Spence, C. and Miletto Tonetto, L. (2018). Influences of

visual attributes of food packaging on consumer preference and associations

with taste and healthiness. International Journal of Consumer Studies.

Monnot, E., Reniou, F., Parguel, B. and Elgaaied-Gambier, L. (2017).

“Thinking Outside the Packaging Box”: Should Brands Consider Store Shelf

Context When Eliminating Overpackaging?. Journal of Business Ethics.

Shen, C. (2016). The Research on the Design of Colors, Patterns and Texts

for Paper Stocks Tea Packaging Visual Design. Applied Mechanics and

Materials, 835, p.665-669.

Spence, C. and Velasco C. (2018). On the multiple effects of packaging colour

on consumer behaviour and product experience in the ‘food and beverage’ and

‘home and personal care’ categories, Food Quality and Preference, 68(2018),

P.226-237

Steenis, N., van Herpen, E., van der Lans, I., Ligthart, T. and van Trijp, H.

(2017). Consumer response to packaging design: The role of packaging

https://www.sciencedirect.com/science/journal/09503293

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S.T. Wang, E. (2013). The influence of visual packaging design on perceived

food product quality, value, and brand preference. International Journal of

Retail & Distribution Management, 41(10), p.805-816.

Timney, T. and Chamberlain, P. (2017). Integrated package design: an

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Vergura, D. and Luceri, B. (2018). Product packaging and consumers’

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Yang, C. (2018). Applying Design Thinking as a Method for Teaching

Packaging Design. Journal of Education and Learning, 7(5), p.52.

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT

Westerman, S., Gardner, P., Sutherland, E., White, T., Jordan, K., Watts, D.

and Wells, S. (2012). Product Design: Preference for Rounded versus Angular

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Website: Ieeexplore.ieee.org. (2019). Criterion Evaluation of Accessible

Packaging Design for Aging Society - IEEE Conference Publication. [online]

Available at:

https://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=8448612

[Accessed 6 Jan. 2019].

Picture source: http://image.baidu.com

5.Appendices

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REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT