Research Presentation

Anna Chin Siaw Fong (0354370)

Design Research Methodology RES60604

RESEARCH METHOD

Table of contents

introduction

Key literature

DATA COLLECTION & ANALYSIS

03

01

02

04

05

conclusion

introduction

01

Research problem

The application and influence of design elements on food packaging towards consumers’ brand perception

1. To identify the key design elements found on food packaging

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• To study how design elements are applied on food packaging to influence consumers’ brand perception

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• To explore if design elements on food packaging play a role in influencing the target audience's perception of the brand

Research objectives

1. What are the key design elements found on food packaging?

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• How are the design elements applied on food packaging influence consumers’ brand perception?

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• Do design elements on food packaging play a role in influencing the target audience's perception of the brand?

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Research questions

Key literature

02

Adane, A., Kassa, M., & Venugopal, K. (2018). Customer Perception on Visual Elements of Packaging and Labeling Practices: In Case of the Packed Spring Water in Gondar, Ethiopia. International Journal of Innovative Research and Practices, 6 (10). https://www.researchgate.net/publication/336888068_Customer_Perception_on_Visual_Elements_of_Packaging_and_Labeling_Practices_In_Case_of_the_Packed_Spring_Water_in_Gondar_Ethiopia

• The research paper is well structured.
• The objectives of the study were easily comprehensible and allowed readers to understand the objectives the research pursued.

• The research paper discusses the effects packaging has on consumers’ perception, with its primary focus on packed spring water in Gondar.

Strength

summary

Customer Perception on Visual Elements of Packaging and Labeling Practices: In Case of the Packed Spring Water in Gondar, Ethiopia.

Chitturi, R., Londoño, C. J., & Henriquez, C. M. (2021). Visual design elements of product packaging: Implications for consumers' emotions, perceptions of quality, and price. Color Research & Application, 47. https://www.researchgate.net/publication/356784888_Visual_design_elements_of_product_packaging_Implications_for_consumers'_emotions_perceptions_of_quality_and_price

• The methodology section provided a detailed explanation of the 3 experiments conducted.
• Clear conclusion as it provides explanations on how the hypotheses were met and how they contributed to the overall analysis of study 3.

• The research paper aims to explore the relationship between visual-aesthetic elements of color and shape on consumer emotions, perception of quality, and price.

Strength

summary

Visual design elements of product packaging: Implications for consumers' emotions, perceptions of quality, and price.

Ahmad, N., Khan, M. M., & Waheed, S. (2018). Product Packaging and Consumer Purchase Intentions. Market Forces College of Management Sciences, 13 (2). https://www.researchgate.net/publication/329736165_Product_Packaging_and_Consumer_Purchase_Intentions

• An illustration was provided to facilitate readers in understanding the relationship between the variables.
• The results of the study were well structured and presented in various tables.

• The research paper aims to measure the effect of product packaging on consumer purchase intention.

Strength

summary

Product Packaging and Consumer Purchase Intentions.

Research method

03

Survey via�google form

• To gather opinions and insight of consumers regarding the application and influence of design elements on food packaging towards consumers’ brand perception.

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• Participants will have access to the survey by clicking on the link.

Data collection & analysis

04

Survey analysis

Total of 84 responses

69% Female

31% Male

Age

Gender

Survey analysis

Design Elements found on

Food Packaging

Preferred Cereal

Packaging Design

Survey analysis

Sells cereal, ice cream and beverages such as “Milo”.

100% of respondents

86.9% “Yes”

13.1% “No”

Familiarity with “Nestle”

Nestle

Portrayal of brand identity

Perception of “Nestle”

Influence of design elements on “Nestle” packaging towards their brand perception

Achieved a relatively similar and positive outlook towards its brand perception.

Survey analysis

Kellogg’s is a cereal brand.

67.9% Familiar

32.1% “Not familiar”

89.3% “Yes”

10.7% “No”

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Familiarity with “Kellogg’s”

Kellogg’s

Portrayal of brand identity

Perception of “Kellogg’s”

Influence of design elements on “Kellogg’s” packaging towards their brand perception

Met with mixed opinions based on the responses.

conclusion

05

Findings show that the application of design elements on food packaging does influence consumers’ perception of the brand

THANK YOU