| Summary: | 碩士 === 玄奘大學 === 資訊傳播研究所 === 98 === The main purpose of package design, which is based on the elements of personalization, creativity, differentiation and totality, is to attract consumers’ attention from the diversified market and motivate their purchase intentions. Thus, package is often been called “silent salesperson.” Nowadays, thousands of various healthcare products are displayed and easily available at local pharmacies, chain drug stores and clinics. As these similar types of healthcare products are competing against each other for sales, it relies on the package design to deliver a good image to consumers and stimulate stable sales performance.
This thesis intends to examine the relationship between the visual elements of product package design and purchasing intention of consumers. It sampled five over-the-counter Co-Q10 healthcare products displayed in Watsons drugstores and President Drug Store in Hsin-Chu district. The study adopted a survey questionnaire and distributed to a random sample of store consumers in order to examine how the consumers understand health products, and their actual consuming behaviors. Furthermore, the survey attempts to explore the relations among package design, consumer awareness, usage and habits of Co-Q10 healthcare products, as well as basic demographic information.
The research finding includes the following three points:
1.Consumers’ purchase of Co-Q10 healthcare products are motivated
by both physical and psychological needs. These needs also trated
not only consumers’ purchasing mentality, but also their
identification with healthcare products.
2.The first two considerations for sampled consumers to buy healthcare products are the amount of unit dose and the brands or
manufacturers with good reputation. Secondary to the dosage and
name-brands or reputations, the package design of products
becomes the key consideration as consumers select and purchase a particular healthcare product.
3.The finding also indicates that for consumers, the color of Co-Q10
box is the most important element. It can help set off the
information of the graphics, texts, and own colors of healthcare
products. The color provides an attention-attracting impact when
products are displayed on the open shelves, and this reflects to
the sales number. Particular styles of graphics assist consumers
to identify them easily and associate with those healthcare
products. Appropriate text contents and font styles allow good
products visually catching eyes of consumers.
This research also recommends that brand identification and product spirit can be enhanced through the package design to emphasize the whole brand image based on visual elements.
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