The influence of package on health perception—the medication effect of product personality

Abstract

Recently people are paying more attention to healthy lifestyles Hence product packaging design is an important influence on consumers' purchasing decisions Previous studies have pointed out that the color and shape of food packaging have implications for health which in turn affects consumers' health perceptions of food products Previous research seldom has explored the impact of product personality on consumers’ health perception and package influence the establishment of product personality For marketers or packaging designers the overall packaging image produced by packaging colors and shapes may be miscalculated Therefore this study wants to explore whether individual colors (including hue and saturation) and shapes as well as the combination of colors and shapes have an impact on consumer health perception and further explore whether there is a product personality as an intermediary relationship By understanding the packaging the influence of color and shape on the image of the product as well as the role played by the product personality manufacturer can accurately shape the expected product packaging image The research in this paper uses the comparison between the fictitious milk packaging and the existing foreign milk products pictures and uses a questionnaire method to verify Explore the impact of individual packaging elements hue (such as red green and blue) saturation and shape and the combination of packaging elements on consumer product health perception The result shows that the packaging elements (red green blue saturation) individually have an impact on the consumer's health perception but the combination of packaging elements has no interaction Besides product personality has an intermediary effect on packaging elements and consumer health perception

Date of Award	2020
Original language	English
Supervisor	Ya-Hui Kuo (Supervisor)