Potential dimensions of consumers' affective responses to perfume bottle form

摘要

A well-done package enables a product to stand out from competitive brand packages and its form design is capable of creating the initial impression which generates associations regarding product images or consumers' responses to a product. This phenomenon is conspicuous in the packages of bottled products, such as perfume, beverage, shower gel and shampoo, bottled cosmetic and so forth. To create a satisfactory perfume bottle form before its product is launched onto the market, it is essential to grasp the consumers' responses to the perfume bottle form and to further explore the corresponding potential dimensions so as to provide designers with useful insights. An investigation is conducted for measuring the potential dimensions of consumers' affective responses to the perfume bottle form, and the reliability and validity of investigation data are carefully examined in the current study. Then, the exploratory factor analysis is applied to analyze the investigation data obtained from 174 representative subjects. Finally, the five potential dimensions including “aesthetic evaluation”, “novelty and peculiarity”, “fashion and trend”, “personality suitability”, and “emotional association” are extracted for describing the perception of perfume bottle form in this study.