Design Of Product Packaging For Product Brand Communication Based On Consumer Responses

Cheang, Shing (2017) Design Of Product Packaging For Product Brand Communication Based On Consumer Responses. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This project studied about physical elements of product packaging and modification of product packaging based on consumer responses in brand communication.Brand communication happens every time consumer interacts with a brand.In this project,rice packaging is selected as product to study.Physical elements of rice packaging that are discussed and researched in this project are colour, shape,material,graphics,nutritional information,size and storage method after unpack.The first objective is achieved by market survey I using quantitative research method.The results obtained are used to modify the design of rice packaging according to consumer’s response.In the modification state,eight design concepts are generated from morphological chart based on seven physical elements of rice packaging.AHP,TOPSIS and Pugh Matrix are used to select the best design concepts.Design concept 6 is selected as the best design and Adobe Illustrator is used to generate the detailed design of this concept.To analyse the efficiency of modified rice packaging in brand communication which is the third objective,market survey II is conducted using quantitative research method.The outcome of market survey II has proved that the modified rice packaging is better than normal rice packaging in terms of brand communication.In a nutshell, all three objectives of the project are achieved.

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