Packaging Design for Aesthetic Marketing: A Case Study of Fruit Juice

Abstract

The objectives of this research were to 1) compare the opinion on the impact of packaging design for aesthetic marketing (color, shape, font, material, and graphic of the package) towards the purchase decision among each generation, and 2) create the model of the packaging design for aesthetic marketing which reflects in consumer aesthetic among each generation. The samples consisted of fruit juice consumers in Bangkok, separated into 3 generations including Generation-B, Generation-X, and Generation-Y. A mixed method research technique was employed with 3 focus groups of 10 people of each generation, and questionnaires distributed to 400 fruit juice consumers in all three generations. The data were analyzed using descriptive statistics (mean and standard deviation), and inferential statistics (multiple regression analysis). The results showed that fruit juice consumers in different generations perceived the package differently. Generation-B perceived the shape of the package as the most important, while Generation-X perceived the font on the package, and Generation-Y perceived the color of the package. Moreover, the multiple regression analysis indicated that the shape of the package had inserted significantly the most influence on Generation-B (SHAPE2), the font on the package on Generation-X (FONT1), and the color of the package on Generation-Y (COLOR1). The findings led to the PASSIONATE MODEL as follows; 1) P = Prominent; 2) A = Articulate; 3) S = Sensational; 4) S = Suitable; 5) I = Impressive; 6) O = Obvious; 7) N = New and useful; 8) A = Accessible; 9) T = Taste; 10) E = Engaging. Besides, the model was tested and showed content validity in all aspects. Thus, the model could be used for developing the innovative packaging design for aesthetic marketing.