Holistic Package Design and Consumer Brand Impressions  

Oleh:

Orth, Ulrich R. ; Malkewitz, Keven

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 72 no. 3 (May 2008), page 64-81.
Topik: Package Design; Brand Personality; Gestalt; Wine; Perfume; Visual Competitor

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.13 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

This article develops empirically based guidelines to assist managers in selecting or modifying package designs for achieving desired consumer responses. Seven studies identify the key types of package designs, and determine how these holistic designs are related to consumer brand impressions. The selection of package designs can be simplied with the use of five holistic types: massive, contrasting, natural, delicate, and nondescript designs. Sincere brands should have natural package designs, exciting brands should have contrasting designs, competent brands should have delicate designs, sophisticated brands should have natural or delicate designs, and rugged brands should have contrasting or massive designs. The authors discuss the potential trade-offs among the impressions created by holistic design types and illustrate their findings with numerous real packages.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali