2018 Volume 10 Issue 1 Pages 67-73
Package designs that successfully unite labels and the physical form of a plastic bottle drink often provide a good indication of whether customers will purchase plastic bottle drinks. Therefore, enterprises strive to develop attractive package designs. To develop these designs, enterprises must first determine their underlying purpose for improving package designs. Then, they can determine the images they need to project to convey this purpose, and the enterprises can incorporate the company image into package designs. In this way, customers can get a sense of the image of the company through the package design. However, there is currently no methodology to identify company images and develop package designs that reflect these images. Package design usually proceeds by a process of trial and error, based on designers’subjective perceptions and experiences. This study aims to propose a method to improve the package design of a plastic bottle drink. We determined the images that the company should project by setting a purpose. Also, we attempted to understand the images that customers perceive from the current package design of products. Then, we compare the company’s intended images with the customers’ perceived images to identify the images that should be reflected in the new package design. Furthermore, we discussed a method for incorporating these images into package design. We studied the relationship between images and design elements using a multivariate regression/quantification method of the first type. In so doing, we were guided toward improving the present package design. Finally, we proposed a concrete procedure to develop the package design, based on the regression equation.