The Exploration of Tactile Elements in Perfume Package Design and Their Impact on Male Consumer Purchasing Behaviors
Article Sidebar
Main Article Content
Abstract
This research highlights the underexplored role of tactile elements in perfume package design, focusing on male consumers. Men often overlook the tactile feel of a package; however, little research exists on how tactile elements of perfume packages influence this group. Furthermore, the relationship between these elements and male purchasing behavior remains largely unexplored. This study aims to achieve three objectives: 1) to explore the impact of tactile elements in perfume package design on male consumers' purchasing behavior, 2) to develop and design perfume packages specifically for men, and 3) to evaluate consumer agreement with the statements in the questionnaire regarding the designed products. Employing a mixed-methods approach, the study integrates qualitative and quantitative techniques, including in-depth interviews and questionnaires. Data from 80 participants were collected at Bangkok Design Week, February 8-12, 2023. Descriptive statistics showed that tactile elements significantly impact male consumer appeal towards perfume packages. Participants strongly concurred (average score: 4.46) on the significance of tactile features, particularly texture (4.38) and material quality (4.26). The results indicate that perfume packages with improved tactile features are well-received, evidenced by an average suitability score of 3.90. These findings provide essential insights for designers, advocating for tactile elements that align with male consumer preferences. This research addresses a gap in the literature on sensory aspects of perfume package design, offering a comprehensive understanding of its role in design and consumer behavior.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Content and information in articles published in the Journal of Fine and Applied Arts of Khon Kaen University is regarded as the opinion and sole responsibility of the author(s) directly; therefore, editors are not obliged to agree to or share any responsibility with regard to the content and information that appears within these articles.
All articles, information, content, image, etc. that have been published in the Journal of Fine and Applied Arts of Khon Kaen University is the copyright of the Journal of Fine and Appllied Arts of Khon Kaen University. Any person or organization who wishes to distribute all or parts of the articles for further dissemination or other usage must first receive permission from the Journal of Fine and Applied Arts of Khon Kaen University before proceeding to do so.
References
Alervall, V. & Saied, J. S. (2013). Perspectives on the elements of packaging design: A qualitative study on the communication of packaging., from https://www.diva-portal.org/smash/get/diva2:830523/FULLTEXT01.pdf
Barnett, A., Velasco, C., & Spence, C. (2016). Bottled vs. canned beer: Do they really taste different?. Beverages, 2(4), 1-25.
Chandler, J. J., Reinhard, D., & Schwarz, N. (2012). To judge a book by its weight you need to know its content: Knowledge moderates the use of embodied cues. Journal of Experimental Social Psychology, 48(4), 948-952.
Chen, X., Barnes, C. J., Childs, T. H. C., Henson, B., & Shao, F. (2009). Materials’ tactile testing and characterization for consumer products’ affective packaging design. Materials & Design, 30(10), 4299-4310.
Cheskin, L. (1957). How to predict what people will buy. New York, NY: Liveright.
Cheskin, L. (1981). Research design and analysis in the testing of symbols. In W. Stern (Ed.). Handbook of package design research. (pp. 211–220). New York: Wiley Interscience.
Ferreira, B. M. (2019). Packaging texture influences product taste and consumer satisfaction. Journal of Sensory Studies, 34(6), e12532.
Gallace, A., & Spence, C. (2011). Tactile aesthetics: towards a definition of its characteristics and neural correlates. Social Semiotics, 21(4), 569-589.
Gupta, S., Lehmann, D. R., & Stuart, J. A. (2003). Valuing customers. Journal of Marketing Research, 41, 7-18.
Howes, D. (2021). Hyperesthesia, or, the sensual logic of late capitalism. In Empire of the Senses. (pp. 281-303). London : Routledge.
Karangi, S. W., & Lowe, B. (2021). Haptics and brands: The effect of touch on product evaluation of branded products. Journal of Consumer Behaviour, 20(6), 1480-1496.
Kermaninejhad, F. (2007). A look at packaging design, Tehran carbon publishing. Tehran: Bazargani printing and publishing.
Kuvykaite, R., Dovaliene, A., & Navickiene, L. (2009). Impact of package elements on consumer’s purchase decision. Economics and Management, (14), 441-447.
Lesot, M. J., Bouchard, C., Detyniecki, M., & Omhover, J. F. (2010, March). Product shape and emotional design: An application to perfume bottles., from https://webia.lip6.fr/~lesot/LesotBouchardDetynieckiOmhoverKEER10.pdf.
Meng, Z. (2010). Detailed analysis of the human-touch in advertisement design. In 2010 IEEE 11th International Conference on Computer-Aided Industrial Design & Conceptual Design 1 Vol. 2. (pp. 1039-1042). New Jersey: IEEE.
Meyers, H., & Gerstman, R. (2005). Package opportunities and challenges. In H. Meyers , & R. Gerstman. The visionary package: Using packaging to build effective brands. (pp. 194-206). London: Palgrave Macmillan.
Piqueras-Fiszman, B., & Spence, C. (2012). The weight of the bottle as a possible extrinsic cue with which to estimate the price (and quality) of the wine? Observed correlations. Food Quality and Preference, 25(1), 41-45.
Peck, J., & Childers, T. L. (2003b). To have and to hold: The influence of haptic information on product judgments. Journal of Marketing, 67(2), 35–48.
Rosta, A., Venus, D. A., & Abdul, A. (1997). Marketing Management. [s.n.].
Roy, J. D., Huysmans, S., Fontaine, L., & Bos, M. V. (2020). From Forgotten Remnant to a New Beginning: Planning the Relocation of the Zadkine Relief from the Cinema Metropole, Brussels. Studies in Conservation, 65(Sup1), 67-69.
Schifferstein, H. N., Fenko, A., Desmet, P. M., Labbe, D., & Martin, N. (2013). Influence of package design on the dynamics of multisensory and emotional food experience. Food Quality and Preference, 27(1), 18-25.
Shah, S., Ahmed, A., & Ahmad, N. (2013). Role of packaging in consumer buying behavior. International Review of Basic and Applied Sciences, 1(2), 35-41.
Spence, C. (2019). Tactile/haptic aspects of multisensory packaging design. In Multisensory Packaging. (pp. 127-159). Cham : Palgrave Macmillan.
Sonneveld, M. H. (2007). The aesthetics of tactual experience: about the body language of objects. Doctor of Philosophy Dissertation in Design Aesthetics, Delft University of Technology.
Tactile design elements may be as important as visual ones. (2020, October 27). Retrieved June 3, 2023, from https://www.iplpackaging.com/tactile-design-elements-may-be-as-important-as-visual-ones.
Wellmann, K., Bruder, R., & Oltersdorf, K. (2003). Gender designs: Aspects of gender as found in the design of perfume bottles. In D. McDonagh, P. Hekkert, J. van Erp, D. Gyi (Eds.). Design and emotion. (pp. 96-100). Boca Raton: CRC Press.
Wells, L. E., Farley, H., & Armstrong, G. A. (2007). The importance of packaging design for own-label food brands. International Journal of Retail & Distribution Management, 35(9), 677-690.
Wu, P., Bao, Z., Song, W., & Hu, Z. (2009). Research on semantics of packaging design. In 2009 IEEE 10th International Conference on Computer-Aided Industrial Design & Conceptual Design. (pp. 316-318). New Jersey: IEEE.