구매시점 패키지디자인 -쇼핑환경과 인지심리학을 통해서 본 패키지 디자인론-
Packaging design in point of purchase To establish the theory of packaging design in cognitive psychology and shopping environment
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Abstract
"Packaging can make the difference between winning and losing the battle in the retail arena". According to Mintel, in the US in 1960s, consumers made 80% of decisions regarding which brand would be purchased before they entered a shop. In the late 1990s, only 30% of branding decisions are made before a consumer enters the shop. 70% of decisions are made at the shelf. A similar trend may be applicable in the UK. Though we all know and accept the notion that visual and graphic aspects of the product have an impact on consumer choice at the point of purchase, little is understood as to how it produces its effect and little has been studied in academic literature. This research may help develop theory of packaging design, and packaging designers and product or marketing managers may make use of the theory.