Abstract
Package design issues are rapidly gaining the attention of product managers as evidence indicates that a majority of consumers are making choice decisions at point of purchase. In this research, the authors conceptualize and develop a scale to measure communicative effects of package design. And we suggest empirical based guidelines to assist managers in selecting or modifying package designs to achieve desirable consumer responses. Via factor, item, and reliability analyses, the final 15-item form for the four dimensions was derived: novel & unique, comprehensible, familiar, and sophisticated. The stability of the four dimension structure was assessed and validated using confirmatory factor analysis. Finally, the theoretical and practical implications regarding the package designs are discussed.
