The Study on the Influence of Essential Visual Elements of Package Design to the Consumers’ Purchase Intention - Using the Package Design of Over-the-counter Co-Q10 Healthcare Products

• Main Authors: Kuang-Yang Chung, 鍾光洋
• Other Authors: Dr. Amy Hsu-Chung Chu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/52126524048809304291

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.