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More and more consumer''s decision in purchasing today relies
upon cognitive knowledge. More evidence shows that when
consumers of the product are purchasing, they
make decisions based on important, real, and precise
cognition. For this reason, when packaging creates a vision, the
design of a product goes with the consumer''s
psychological cognition. The vision design will
encourage consumers to take action and purchase that product.
Therefore, one of the important packaging issues is to explore
how a designer can make the vision design of the beverage
packaging agree with the consumer''s psychological
cognition.The main purposes of this study were (1)to understand
the current status of vision design of cold beverage packaging,
(2)to explore the consumer''s cognition degree of vision
packaging of cold beverage in terms of psychological
cognition, (3)to synthesize form the different variety of
vision designs of beverage packaging in order to build up
consumer''s correct cognition and to provide the
packaging business and designers a future goal. The
structure and methodology of this study were divided into two
parts : (1)theories, literature review, and the
collection of the relevant materials, (2) experimental
testing employing post test-only control of true experimental
designs. The procedure included: 1.Brand name discrimination
testing. The test was divided into two groups, one was
testing the brand name discrimination, in which the brand
names of the beverages of the same category were removed. This
was a test before the learning of brand names. The other was a
test after learning the brand names. 2.The evaluation
of the graphics and colors of the beverage packaging.
The purpose of the experiment in this part was to test the
subject''s evaluation of graphics and colors of the beverages
packaging, in order to see the consumers preferred ones. The
statistical analysis of the data collected for this
experimental design yielded the following four findings.
1. The results of One-way Analysis of Variance(ANOVA) showed the
significant difference between pre-learning and post-
learning of brand names discrimination. The rate of the
subjects accuracy was increased through learning the brand
names. The results showed that there was a significant
difference in recognizing the packaging of milk-tea,
juice, and black tea. 2.
The results of One-way ANOVA revealed that there was
statistically significant difference for the different gender
in the brand name discrimination test, and for the
categories of milk-tea,coffee, and black tea.
3. The results of One-way ANOVA showed that there was a
statistically significant difference for different ages in
the brand name discrimination test. 4. The mean
average and standard deviation of the evaluation of different
packaging showed that the category of juice was the highest
among all five. A complete and concrete principle
for the design of beverage packaging will be set up by the
findings of this study. The cognition of consumer,s beverage
packaging vision will expectedly be enhanced. Furthermore, the
findings of this study will improve the quality and value
of beverage packaging, and as a means of enhancing the
international image and status of the national beverage
packaging. The researcher concludes that immediate speed in
developing this vision packaging concept will greatly benefit
the packaging industry.
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