Consumer Behaviour in Packaging Design

摘要

Packaging design plays a pivotal role in ensuring consumers` perception of the brand is mirrored on the pack. Consumers make a brand purchase just as much as they make a product purchase. They may in reality be buying a face cream but their choice is affected by their perception of the brand and its inherent promise. Packaging has always played its part in distinguishing one manufacturer`s product from another. Its first manifestation – labels- were crafted to do just that. Now the whole differentiation process has become increasingly sophisticated. Whereas graphics once took the lead role in distinguishing one product from another, structural packaging now plays a major role in brand differentiation. Packaging has always played a major role in distinguishing products. Its first expression – the labels – has been created for this purpose. Today the whole process of differentiation has become increasingly complicated.