This research centres on product package design related to older people's emotional needs. In particular, knowledge concerning the design of packages for transgenerational use linked to background social data has been elicited. The most distinctive accomplishment has been an exploration of the visual appeal of packaging design in relation to age, gender, education and emotional preference of older consumers. Findings are primarily related to the interaction older people in the UK with selected aspects of package design. Three areas of research have been brought together in this thesis: packaging design and multiple choice, emotional/psychological preference for packaging design characteristics and colour appeal associated ..w ith food character in packaging design. Investigations into the 'third age' and classifications beyond utilised a large sample from the 'Thousand Elders' and a range of packaging designs for selected food items. The significant findings indicate that familiarity and emotional response to packaging designs are key determinants in older consumers' intentions to purchase. Design relating to overall perception or technical cognition are shown to correlate with age related emotional feelings of arousal. Specific findings on such correlations are described in detail. A further 'emotional appeal' was found with colour; for example, green, yellow or bright tones were the most popular colour hue and value associated with varied qualities for food packaging design for specific age groups. Differences between ages, gender and education levels (hypothesised variables linked to design choices) are also analysed and correlated; for example, gender and age rather than educational level combinations appeared to significantly influence choice. Males aged between 55 and 64 relied on their experience of functional aspects for packaging design when considering a purchase. Females in the older age group of 65-74 were more emotional and considered visual appeal in a more personal way. However, few distinguishable psychological effects were noted for the over 75 year olds in their relationship with design. Personal characteristics of older people and their choice are presented in a combination of qualitative interpretation and numeric analysis. Key findings relate to the specific nature of older consumers behaviour in their engagement with packaging design.
| Identifer | oai:union.ndltd.org:bl.uk/oai:ethos.bl.uk:264688 |
| Date | January 1998 |
| Creators | Wang, Weiyao |
| Publisher | Birmingham City University |
| Source Sets | Ethos UK |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
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