The appearance attributes of designed products noted in the literature often reflect what designers themselves perceive in a product design. This present research, however, provides knowledge on how consumers perceive product appearance by identifying appearance attributes that consumers use to distinguish the appearances of durable products. Descriptions of appearance were generated by consumers in a free categorization task. The descriptions were classified as the attributes Modernity, Simplicity and Playfulness. These attributes were confirmed in a separate rating-task performed by a second group of consumers. The attributes proved stable across different groups of consumers indicating that they are universal. Additionally, the attributes were validated across different product categories and are thus generalizable and not product category specific. The appearance attributes identified in this research provide knowledge of what consumers see in durable product appearance. Knowledge of what appearance attributes are perceived by consumers in a product design can help a designer to communicate certain pre-specified meanings in a product

How consumers perceive product appearance: The identification of three product appearance attributes

The design of consumer packaging: Effects of manipulations of shape, orientation, and alignment of graphical forms on consumers’ assessments

Food packaging plays an important role in attracting consumers' attention and generating expectations in the consumer that in turn affect their product perception and buying behaviour. In the present study, ‘categorizing’ and ‘perceptual mapping’—diametrically opposed methods (predefined criteria vs consumer criteria)—were used to study the influence of packaging design on consumer perceptions of dairy products. Eighty-nine images of milk, yoghurt and yoghurt drink with different graphical designs, sizes, shapes and materials were presented to the participants. The participants were randomly divided in two groups, each of which evaluated the samples using one method: categorizing or perceptual mapping. Both categorizing and perceptual mapping have been demonstrated to be useful, simple and user-friendly methods to determine the packaging design cues that influence the perception of dairy products. However, perceptual mapping provided more subconscious perceptions than the categorizing task. The results of perceptual mapping are objective and provide representative information. Furthermore, it fosters better understanding of the potential for product packaging to be misinterpreted and supports packaging designers in developing packages that better align with consumer perception

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Studying the influence of packaging design on consumer perceptions (of dairy products) using categorizing and perceptual mapping

“What You See, Is What You Get?” Guidelines for Influencing Consumers' Perceptions of Consumer Durables through Product Appearance

Plastic shopping bags have been used in everyday life. In fact, plastic bags production from polyethylene will cause greenhouse gas emission when broken down into small pieces, and hence they contribute to anthropogenic climate change sources. The aim of this study is to examine the effects of environmental knowledge, perceived value and price, product appearance, attitude, subjective norm, perceived behavioral control and intention to purchase reusable shopping bags. The purposive sampling method was used in choosing respondents and the criteria were the respondents who already knew the reusable bag product and had the intention to buy it. Overall, 110 respondents were considered fit to meet the predefined criteria and fill out the questionnaire completely. The instrument testing and also hypothesis testing were tested by Structural Equation Model-Partial Least Square (SEM-PLS). With regard to Hypothesis Testing, the level of confidence was 95% while the rule of thumb for t-test was even having more than 1.96. The results found that environmental knowledge has a positive effect toward attitude, perceived price on influenced attitude, perceived value affecting attitude and product appearance impacted to the attitude (t-students' value: 2.495; 3.325; 3.932; and 10.028 successively). Furthermore, attitude, subjective norm, and perceived behavioral control influenced the intention to buy. (t-students' value: 3.907; 2.292; 2.932 respectively).

https://iopscience.iop.org/article/10.1088/1755-1315/200/1/012019/pdf

Purchase intention: implementation theory of planned behavior (Study on reusable shopping bags in Solo City, Indonesia)

This article presents a three-step method for the systematic design of a package's structural characteristics that visualizes product attributes and brand values. This method was tested in an initial pilot study. In step 1, the structural characteristics of a package which consumers' associate with product attributes were defined; this step required a series of consumer studies. In step 2, the extent of the design space was investigated in order to formulate design guidelines to express product attributes. In today's market, brand values are important when designing packages, therefore in step 3, a new bottle for a specific brand was designed by adding their brand values to the design guidelines derived from steps 1 and 2. Whisky and vodka were used as the product categories in this research.

Designing Packages that Communicate Product Attributes and Brand Values: An Exploratory Method

In digital environments, design can significantly improve the effectiveness of consumer communications. Gaston van de Laar and Lianne van den Berg-Weitzel articulate key principles related to this endeavor. Among their guidelines: Create brand names that are easy to remember and spell; bundle items by theme, brand, and product category; use easily recognized images and logos; and provide layers of increasingly detailed information.

Gaston van de Laar

Papers

Designing Packages that Communicate Product Attributes and Brand Values: An Exploratory Method

Brand Perception on the Internet