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, and under less time pressure, the visual elements influence the likelihood of investigating further. Consumers are more likely to read the label to check that the product information is consistent with their needs if the package makes it seem that the product is worth investigating more carefully. They use explicit product information to assess healthiness, but also many other aspects of quality. In addition, the package needed to perform well; in particular, it is important that it be easy and convenient to use.

Considerations of attributes such as colour and graphics, shape, product information, and technology issues were relatively stable across different situations and consumers, and would therefore retain some importance among all consumers in most of their purchase decisions. Packaging size seemed to be strongly dependent on situation and consumer demographics, so it was controlled by holding it constant in the conjoint study.

Thus, the four main packaging attributes found to influence the consumer's packaging brand choice were colour and graphic design (combined), shape, product information, and technology image (essentially, convenience). The layout of verbal and visual elements was also included to account for the impact of different positions of these two elements on the purchase decision.

4.4) Consumers use of packaging colours to give meaning to products and brands.

Some researchers have determined colour is crucial in capturing the attributes of a product, and packaging colour is a dominant visual attribute that can be seen from a considerable distance by shoppers (Garber, Burke, and Jones 2000; Cheskin 1954)

Garber et al (2000) study indicates that a change in package colour can enhance brand consideration for consumers who are not loyal to a particular brand. Other researchers have determined that packaging redesigns that apply colour and graphics extremely different from old packaging designs so much that it pushed the product beyond the acceptable regions of the product category, have negative effects on the attitude toward the package and the intent to purchase .

For example, research indicates that a shiny label on a wine bottle indicates a less expensive product, and consumers will pay a higher price for gold foil wrapped in candy boxes (Tom, Barnett, Lew, and Selmanis 1987).

Colour is a commonly used cue to identify brands and shape perception of products.

Research supports consumers use colour to perceive weight as well as temperature ( Tom, Barnett, Lew, and Selmanis 1987).

Some researchers have determined colour is crucial in capturing the attributes of a product, and packaging colour is a dominant visual attribute that can be seen from a considerable distance by shoppers; Garber, Burke, and Jones 2000; Cheskin 1954)

Studies suggest that redesigned packaging colour that are moderately to very dissimilar to the original packaging colour are considered new and attract the consumers attention and increase the consideration for purchase ( Garber, Burke, and Jones 2000; Garber et al (2000). Study indicates that a change in 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。