Consumers' preference for cosmetic packaging design elements
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In the highly competitive cosmetics market, good brand screening can accurately shape the image and product positioning that brand manufacturers want, and build a deep impression on the product brand among the vast consumer groups. The degree of preference of the brand's packaging design elements, as well as the impact on consumers' desire to purchase, can give some advice to domestic cosmetics manufacturers and packaging designers, and the packaging design of the products has a very important factor for the value of the goods themselves. Planning planning is also of inevitable importance. The research purpose of this study is mainly to explore the influence of packaging design of cosmetics on the consumer market and to explore the preference orientation of packaging design elements when consumers purchase cosmetics. Using the questionnaire survey method, the female college students in the Greater Taipei area are tested. The object is to explore the interaction between the five facets of cosmetic packaging design elements (discrimination, color, symbolism, display, and functionality) and those of different age groups and different spending powers.
This study uses SPSS statistical software as a tool to analyze the data and data of various research needs. According to the research, among the female college students in the Greater Taipei area, the average monthly consumption of cosmetics is 500-1000 yuan. Among the color facets, white is the most widely accepted color; respondents with different consumption amounts agree that cosmetic packaging should have clear product labeling. In addition, LOGO is also a key element of packaging design, and the style should be unique. High degree; up to 99.25% of respondents believe that cosmetic packaging is also a kind of decorations; 44.25% of the respondents have purchased the product because of the packaging design of cosmetics, and 66.25% of the people are using cosmetics. After that, they will retain their packaging and will not be allowed to discard, and 58.5% of the people will leave the packaging for other purposes. According to the single factor analysis method, the preference of cosmetics packaging design elements is not significant. Sexual influence, and consumers with different purchasing abilities have three facet significant influences on the preference of cosmetic packaging design elements. Respectively identify the most significant property (P = 0.005), followed by the symbolic (P = 0.017), functional (P = 0.030) is ranked third.