The Design Criteria of Product Label Assisting Purchase Decision

摘要

Purchase decision making needs to be done wisely. Product labels are one of the delivery mediums of product information for product purchases in store by consumers. However, product label design criteria need to be identified so that the roles of product purchases will be achieved. Therefore, this study proposes a conceptual framework for food and beverage product label design criteria for university students. Observation and questionnaire were conducted on consumers and experts in 2 phases of study. The study found that, front section of product label was used for 9 types of purchase products by students, 4 product information on product labels viewed by students, 5 text design criteria and 2 images design criteria for information on product labels and impact on students as consumers during purchasing. The findings obtained are the most appropriate combination of text and image design criteria on product label in assisting student for purchase decision.