Packaging Design Greatly Influenced By Consumer Perception

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Packaging Design Greatly Influenced By Consumer Perception

Today, as packaging becomes more and more innovative and convenient, it is clear that packaging design is influenced, at least in part, by consumer perception. In fact, those who design packaging incorporate elements in the design of a package purposely for the intention of attracting a consumer's attention subconsciously. During the recent IAPRI World Packaging Conference, several presentations focused on various tools used to improve companies' understanding of consumer perception and how it correlates with packaging design. One tool that was presented at the conference was discussed by Laura Bix from Michigan State University's School of Packaging. Bix talked about consumers' attention, and how color contrast affects their perception of fresh produce. Using the Applied Science Laboratories 504 eye tracking system, Bix tracked subjects' eye movements to measure attentive behavior. Basically it came down to determining if there was any effect on perceived quality of produce when being viewed through mesh bags of four various colors, some analogous and some complementary. The results suggested that consumer's attentive behavior and perception of quality is influenced substantially by simultaneous color contrast. Appeal and purchase intent are also influenced by these color factors. Another presenter at the conference used the eye tracking system to determine whether packaging that revealed more of the product inside was more attractive to consumers than those which displayed less of the product. The results of the study indicated that consumers preferred those packages that revealed more of the product inside. At Markem-Imaje, we find these studies amazing - and very telling about consumer preferences, what appeals to them and makes them buy. As a leader in industrial printing equipment, we stay on top of packaging trends, and supply various industries with printers, ribbons, ink, and more for clear, durable printing of product information, best-by dates, barcodes and more. Whether you are a food, electronics or pharmaceuticals manufacturer in need of inkjet, laser or thermal transfer printing equipment, we provide unparalleled printing and industrial traceability solutions.

January 10, 2014
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