A Study on the visual relationship between the shapes and colors of Cosmetic package

• Main Authors: Hsin-Tzu Huang, 黃心慈
• Other Authors: LIN KUN-FAN
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/29123863769691750407

碩士 === 中原大學 === 商業設計研究所 === 101 === This study focuses on the visual relationship between shapes and colors of cosmetic container and explores the preference of visual package. The purposes of this study are：(1) to identify and discuss the application of the shapes and colors of cosmetic containers in cosmetic market. (2) to investigate the influence of the design feature on consumer’s product preference through photos of actual marketplace products that were digitally altered so that they did not show a brand name. The research project can be divided into two stages. Stage one (preliminary test) was to simplify and classify these 25 samples; next, stage two (formal test) was to survey women’ preferences about visual feature of cosmetic containers. As a beginning, 40 subjects were asked to evaluate the shapes of 25 samples according to 13 adjective pairs and the colors of 25 samples according to 14 adjectives pairs on the 7-point scale for the SD test, which was used to explore the subjects’ perceptions about the shapes and colors of products. Through principle component analysis,「common」、「potency」were two most significant factors for containers’ shapes；「activity」、「rationality」were two most significant factors for containers’ colors. In order to classify and simplify these samples, we used cluster analysis to classify shapes as five groups and colors as four groups. Thus, we named the five groups of shapes as five styles：(1) the simple and common style. (2) the soft and glamorous style. (3) the hard and firm style. (4) the smooth and pithy style. (5) others；we named the four groups of colors as four styles：(1) the elegant and feminine style. (2) the simple and static style. (3) the glamorous and mature style. (4) the mild and classic style. Furthermore, we chose the representation of simples from these groups and finally found out the 20 samples, which was implemented to test consumers’ preference on visual feature of products through ANOVA ; On the other hands, the study also examined that the differences between 19-32 years of age and over(include) 33 years of age in their preference of product shapes and colors through t- test. The survey drew the following conclusions: 1. As a whole, women mostly prefer product shape in hard and firm style and color in elegant and feminism style in a pair. 2. A group of women who belong to over(include) 33 years of age are more acceptant about product shape in smooth and pithy style and color in simple and static style than those who belong to 19-32 years of age.