Unconscious emotional effects of packaging design elements
Date
2012
Authors
Liao, L.
Corsi, A.M.
Lockshin, L.
Chrysochou, P.
Editors
Muratovski, G.
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Book chapter
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Event/exhibition information: AGIDEAS Design for Business and Industry: International Research Conference, Melbourne, Australia, 21/05/2012-25/05/2012
Source details - Title: agIdeas research: design for business, 2012 / Muratovski, G. (ed./s), vol.1, Ch.11, pp.152-163
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Abstract
This research investigates consumers' unconscious emotional responses to packaging elements such as image, colour and font. The intensity and valence of the emotional response, in reaction to these packaging elements, is established by the use of skin conductance tests and facial electromyography on a convenience sample of 120 participants. The results suggest that image is the only element able to generate a significant effect on consumers' unconscious emotional response. In addition, the results also suggest the interaction between image and colour has a significant effect on consumers' unconscious response to packaging.
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Copyright 2012 Design Foundation