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Types of Comprehension Obtained from Visual Communication: Package Designs

By Regina W.Y. Wang and Mu-Chien Chou.

Published by Design Principles and Practices: An International Journal

During the searching stage, visual communication of package design plays a major role in conveying messages to consumers. How to make a product stand out from the rest of its competitors and how to convey comprehensive product messages to consumers have thus become the two major issues that need to be addressed by marketing people and packaging designers. In order to explore how well consumers comprehend the messages that underlie the package designs of food and beverages, this research is conducted in two phases. Phase One involves gathering samples of food and beverage packaging; Phase Two consists of holding Focus Group interviews. Thirteen types of comprehension were obtained from the focus group interview data. The following conclusions were drawn based on the research results: (1) Most focus group members would study more than 2 package design elements to comprehend the packaging; (2) “Brand Name + Product Picture” is the best combination for focus group members to comprehend product messages; (3) “Brand Name”, “Product Name”, “Product Picture”, “Package Shape” and “Color Association” are the package design elements that focus group members found helpful in comprehending product information; (4) Package design elements such as “Trademark”, “Size” and “Texture” do not facilitate the comprehension of product information. The findings above can be used as reference for product marketing and package design. (This sentence is poorly worded.)

Design Principles and Practices: An International Journal, Volume 5, Issue 1, pp.97-108. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1005.508KB).

Prof. Regina W.Y. Wang

Associate Professor, Graduate School of Design, National Taiwan University of Science and Technology, Taipei, Da-an District, Taiwan

Mu-Chien Chou

Lecturer, Department of Digital Media Design, Chungyu Institute of Technology, Taipei, Da-an Dist., Taiwan