지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2023.11
- 수록면
- 115 - 139 (25page)
- DOI
- 10.15187/adr.2023.11.36.4.115
이용수
초록· 키워드
오류제보하기
Background : Product packaging’s function has evolved from merely protective to a critical tool for conveying brand identity and differentiation. While aesthetics was once secondary, they are central to the consumer experience, particularly in saturated markets. Of all the visual packaging design elements, color is paramount, strongly influencing consumers’ first impressions and reflecting brand values. This study aims to identify packaging three-color combinations that effectively convey images through associated adjectives.
Methods : This study was carried out in two stages. In the first stage, current laundry detergent packaging design trends were analyzed using the Munsell color system of hue, value, and chroma. In the second stage, a consumer survey was conducted to identify the color combinations that best communicated with certain associated adjectives. There were 173 participants. Participants were asked to respond to how well 30 stimuli’s three-color combinations evoked images through associated adjectives using a 7-point Likert-type scale. Data was analyzed using chi-square tests, multiple regression analysis, and independent sample t-tests.
Results : This study was carried out in two stages. In the first stage, current laundry detergent packaging design trends were analyzed using the Munsell color system of hue, value, and chroma. In the second stage, a consumer survey was conducted to identify the color combinations that best communicated with certain associated adjectives. There were 173 participants. Participants were asked to respond to how well 30 stimuli’s three-color combinations evoked images through associated adjectives using a 7-point Likert-type scale. Data was analyzed using chi-square tests, multiple regression analysis, and independent sample t-tests.
Conclusions : Consumer perceptions of laundry detergent associated imagery are strongly driven by label color, with hue having a more substantial influence than chroma. Color combinations on the label most strongly communicated product images and enhanced the product’s market competitiveness, followed by the container and the cap.
Methods : This study was carried out in two stages. In the first stage, current laundry detergent packaging design trends were analyzed using the Munsell color system of hue, value, and chroma. In the second stage, a consumer survey was conducted to identify the color combinations that best communicated with certain associated adjectives. There were 173 participants. Participants were asked to respond to how well 30 stimuli’s three-color combinations evoked images through associated adjectives using a 7-point Likert-type scale. Data was analyzed using chi-square tests, multiple regression analysis, and independent sample t-tests.
Results : This study was carried out in two stages. In the first stage, current laundry detergent packaging design trends were analyzed using the Munsell color system of hue, value, and chroma. In the second stage, a consumer survey was conducted to identify the color combinations that best communicated with certain associated adjectives. There were 173 participants. Participants were asked to respond to how well 30 stimuli’s three-color combinations evoked images through associated adjectives using a 7-point Likert-type scale. Data was analyzed using chi-square tests, multiple regression analysis, and independent sample t-tests.
Conclusions : Consumer perceptions of laundry detergent associated imagery are strongly driven by label color, with hue having a more substantial influence than chroma. Color combinations on the label most strongly communicated product images and enhanced the product’s market competitiveness, followed by the container and the cap.
목차
Abstract
1. Introduction
2. Literature review
3. Methods
4. Results
5. Discussion
6. Conclusion
References
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