Consumer Behaviour in Packaging Design

Abstract

SUMMARY Packaging design plays a pivotal role in ensuring c onsumersperception of the brand is mirrored on the pack. Consumers make a brand purchase just as much as they make a product purchase. They may in reality be buying a f ace cream but their choice is affected by their perception of the brand and its inherent prom ise. Packaging has always played its part in distinguishing one manufacturers product from anot her. Its first manifestation - labels- were crafted to do just that. Now the whole differentiat ion process has become increasingly sophisticated. Whereas graphics once took the lead role in distinguishing one product from another, structural packaging now plays a major rol e in brand differentiation. Packaging has always played a major role in distinguishing produc ts. Its first expression - the labels - has been created for this purpose. Today the whole pro cess of differentiation has become increasingly complicated. While graphics once playe d the leading role in product differentiation, structural packaging is the main f actor in brand differentiation. Products can be distinguished in terms of form - the classical C oca-Cola bottle is a very good example - colour, finishing or material. Packaging has extend ed its role also in reaction to consumers' changing life style. Consumers change their behavio ur according to the product category they choose. Research work from several years ago has re vealed that people who buy beach products spend an hour to evaluate the supply and c hoose the right product for their skin. In other sectors, like healthcare, consumers who buy o ver the counter spend more time in making buying decisions, according to how serious t he disease to be treated is (Assael, 1987). In the diet product category, where calories are al ways counted, consumers often go through a complex process of comparing their needs with their budget, taste and dedication. Consumers have a direct influence on environment through thei r buying and food waste disposal habits. They buy the packaging with the product. In time, p ackaging weight has decreased as compared to the packed product. Nevertheless, consumption patterns have generated a higher packaging volume because of the constant changes in demography and life styles. It is the volume of packaging and not so much its weight that attracts critical eyes (Calver, 2004). In addition, the predilection for pre-packed food has increased the amount of plastic waste within the general waste flow.