Packaging Design Elements and Users Perception: A Context in Fashion Branding and Communication

Authors

Heer Vyas, National Institute of fashion technologyFollow

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

The product packaging has a crucial role to attract consumer, force them to choose the product and act as a brand communication vehicle. The point of focus is how the elements of the package design affect consumer’s perceptions about products and brand. In this study, we collected data through a questionnaire that covered areas such as design elements of the package (size, shape, material, graphic design of package, typography, images and pictures), user’s perception (attention, purchase and repurchase) and their experience (feelings evoked and functional benefits). There is a difference with the professional status and age involvement with respect to response on packaging. The findings also suggest that consumers associate different benefits to various elements of package design.

Recommended Citation

Vyas, Heer (2015) "Packaging Design Elements and Users Perception: A Context in Fashion Branding and Communication," Journal of Applied Packaging Research: Vol. 7: No. 2, Article 5.
DOI: 10.14448/japr.04.0005
Available at: https://repository.rit.edu/japr/vol7/iss2/5