Consumer Psychological Impact on Food Packing Design - Free Essay Example

Consumer Psychological Impact on Food Packing Design Introduction With globalization and advanced manufacturing technologies, there exists increasing competition in todays global market. In order to win the market, the producers make efforts to make good packing design. According to Golnesa A. and Hamid R. B.,2013 packing played a more important role as a tool to communicate with the consumers and color, design and the size of packing influenced consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ purchasing behavior . Panwar, 2004 also pointed out that packing decisions was considered in early marketing plans. Schoell, 1985, stated that packing was key factors which was dominant to successful market and was considered as an important integrative part of the product. The packing of a product was defined as any container in which the product was input and on which product information is communicated with the consumers (Berkowitz et al, 1989). Before making purchase choices, the first thing the consu mers saw was packing. Most consumers made the purchase decision at the shelf, just judging by the packing (Ferrell, 1987; Frontiers, 1996). Due to consumer Psychological Impact, packing should be designed to be consistent with the brand, advertise, price and distribution of the product (Lu et al, 2007). The overall features of the packing could present that of the product, which could attract the consumers who have brand preferences. The higher quality the packing communicated, the higher quality the consumers considered the product to be.If the packing was low quality, consumers thought the product itself as à ¢Ã¢â€š ¬Ã…“low-qualityà ¢Ã¢â€š ¬Ã‚  product (Silayoi and Speece,2004). Due to consumer Psychological Impact the packing communicated favorable or unfavorable implied meaning. (Underwood et al. (2001). According to Imram, 1999, packing could be a stimulus for consumers to make a buy decision on food product. Imram, 1999, considered that consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ perc eptions of color were associated with other quality attributes, such as nutrition and  ¬Ãƒ ¢Ã¢â€š ¬Ã… ¡avor. Underwood et al., 2001 proposed the same view with Imram, 1999. He said that visual imagery on the packing was essential attribute and pictures on the packing were a strategic method to attract consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ concern, because pictures were extremely vivid stimuli. Visual packing information might attract consumer attention and promote the consumers to make a buy decision on the content. A well-designed product image might evoke positive association with the product.Research showed that consumers tended to match shape and color of packing, with the characteristics of the product itself (Smets Overbeeke, 1995).Packing design had become significant factors as in marketing and played an important role in communicating with the customers. Czinkota Ronkainen (2007) considered that packing design was connected to other variables in marketing. According to Stewa rt 2004, when designing a new packing, consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ buying behavior and consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ preferences were should be taken into consideration. Literature review Packing was the enclosing of a physical object. According to Panwar(2004) Packing was the act of containing, protecting and conmunicating the contents. with self-service increasing in supermarket and consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ lifestyle changing , packing gradually grew as a tool of sales promotion and stimulus to buying decision. It attracted consumerà ¢Ã¢â€š ¬Ã¢â€ž ¢s attention. On the other hand, Lamb et al, (2004), argued that packing had four important functions : protecting products, promoting products, Facilitating the storage and use of products and reducing environmental damage, which would be influenced by consumers psychological . When making a purchase decision, perception is rapid, well- designed packing promoted the products. (Rettie Brewer, 2000). The packing of a product comm unicated with consumers and attracted consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ attention (Garber, 1995; Moers, 2007). According to Becker, Van Rompay, Schifferstein and Galetzka (2010) in the eye of the consumer, packing might be specifically designed. Bloch, 1995 stated that the shape of a product could influence the consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ responses. Holbrook Zirlin, 1985 argued that it might evoke feelings of enjoyment. According to Nussbaum (1993) , the shape of a product was important communicate with consumers. Berkowitz (1987) also supported this view, considering that product shape created an initial impression. Sometimes different shapes could evoke different responses According to Guthrie Wiener, 1966 and Arnheim, 1974 angular shapes meant to be aggressiveness and confrontation, compared to round shapes. According to Berlyne (1976) , angular shapes was associated with traits that express toughness, energy, and strength.while rounded shapes was associated with traits that expre ss friendliness, approachability, and harmony. Aronoff, Woike Hyman, 1992 supported that humans associated warmth with round elements and threat with sharp elements. Crowley, 1993 argued that color had effects on consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ behivior. It might generate pleasant feelings (Bellizzi Hite, 1992). According to Birren (1956) , color could effectively be used to communicate certain product characteristics. Moreover, people might match the taste of a dessert with the color of packing (Smets Overbeeke, 1995), which meant that color could conmmunicate information to consumers. The hue , the saturation and brightness of a color could bring emotional effect on consumers. (Valdez and Mehrabian,1994).Sarah Tornetta,2015, consumers associated colors with meanings. Furthermore packing in similar colors might attract attention of the consumers who seek the products by brand or product category. Novel colors might attract customers who prefer to novelty . (Kauppinen-RÃÆ' ¤isà ƒÆ' ¤nen et al. 2010). Pinya SilayoiMark Speece,2007, argued that packing size also was a crucial factor. According to Raghubir and Krishna, 1999, consumers used packing size to make volume judgments. In General, consumers considered more elongated packing to be larger. Different packing sizes potentially attracted consumers attention with the low price (Prendergast and Marr,1997). When product quality was same or difficult to determine, consumers tended to buy the one in small packing size .Silayoi et al. 2007 stated that packing sizes depended on the different involvement levels. Generally, the low involvement food products have reduced packing with a low price. He also supported that the elongated shape with appropriate size resulted in the consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ thinking of the packing having larger product volume and with high cost. According to Coulson, 2000, packing communicated product information with consumers, product information itself impacted on consumersà ƒ ¢Ã¢â€š ¬Ã¢â€ž ¢ decisions. Producers tended to highlight the importance of labeling, allowing consumers to consider choosing cautiously the alternatives .However, too much information packing information, with small fonts could create confusion. Mitchell and Papavassiliou (1999) proposed that producers choose fewer alternative brands and evaluate fewer attributes. Packing design played a critical role in the purchasing decision. Murphy (1997) indicated the importance of packing design and its influences on Consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ behavior. The packing design attract consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ examination of the product. The packing design were involved in the consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢intent to select and purchase the products. (Holmes et al. 2012, p. 110.). According to Stewart 2004, when the consumers need decide which to buy among the products they might purchase, packaging would influenced the buying decision. Silayoi and Speece (2007) proposed that both producers and designers need consider consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ past experiences and needs; understand how packing design attracted customersà ¢Ã¢â€š ¬Ã¢â€ž ¢ attention; and evaluate packing design.. ResearchQuestion Gaafar M. A. and Raid S. A. 2013 à ¢Ã¢â€š ¬Ã‹Å"s research question was whether packing influenced consumers perception of product Liza Becker, 2009 à ¢Ã¢â€š ¬Ã‹Å"s research question was the following: Can packing design have an effect on consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢buying decision? What kind of packing make people draw inferences about the product, attributes, or content? Sarah Tornetta,2015, à ¢Ã¢â€š ¬Ã‹Å"s research question was how the psychology of color of packing influenced purchasing behavior. Polyakova Ksenia,2013 à ¢Ã¢â€š ¬Ã‹Å"s research question was the following How does the packing influence on the consumer buying behavior? How does consumer perceive the packing itself? Methodology Gaafar M. A. and Raid S. A. 2013 carried out a quest ionnaire, in which 547 respondents was sampled ,comprising 26 items and the data collecting in the questionnaire were analyzed by several statistical techniques eg. multiple regression analysis, to test the hypotheses. Questionnaire was also used by Liza Becker, 2009, which was carried out via an online. But Liza Becker, 2009 adopted different analysis method and what he used was an ANOVA analysis. Besides, Polyakova Ksenia,2013 applied qualitative and quantitative research methods. Reference Arnheim, R. (1974). Art and visual perception: A psychology of the creative eye. 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