'Package power' : the effect of design variables on product perception

Abstract

This dissertation tries to identify whether product packaging design variables of colour and functionality/product convenience have an effect on consumer's perception of a food product. Two packages for a fictitious brand of biscuits are designed; one control and one experimental package. Focus groups are conducted with mixed gender participants of different ages and occupations and stations, from students to mothers of young children to retired persons. Respondents discussed various topics including biscuit package design, buying behaviour, colour in packaging and convenience of a product and were also asked to sample a biscuit from both control and experimental packages identifying whether any differences between the two were detected. Results show that participants understand the importance of a product's package design; however they also give credit to other factors such as price and food quality. In general they tend to buy routine brands, but are often attracted to new products because of package design, especially when specific colours are used. Participants find colour and convenience of a product important and influential on their purchase decisions. Though no positive evidence on perceptions of the actual food product itself, -resulted, the research showed evidence of the impact design attributes of a food package have on the perception of the product as a whole.