The Packaging Design Factors to Reduce Alcohol Campaign for Youth People: A Case Study of Packaging Design’s Classroom


Packaging design is a one of the media tools used in communication between the products and the consumers. This research endeavors to find a factors of packaging design to reduce campaign for youth people. Firstly, it attempts to study the influence of packaging on alcohol purchasing behavior. Secondly, it endeavors to study the characteristics of the package to test purchasing behavior. Third, it tried to study the awareness of the youth on how packaging affects their choice to purchase alcoholic products. Finally, the research aims to determine if packaging design is based on psychological perceptions of youth. The research comprises two major phases. In the first phase, the research attempts to investigate features influencing the visual perception of youth people vis-à-vis the perceived of factors on alcohol packaging. Features to be tested include color, texture, graphic type, fonts, price and warning on packaging of alcohol by Semantic differential scale on questionnaires survey. The target sample was youth 100 people in the Mahasarakham University included fourteen students in Packaging Design Subject. The second phase of study attempts to test the validity of outcome from the first phase, fourteen packaging design models were created by students studying in Packaging Design Subject, containing shared features derived from the first phase, to be tested with the target group again. The results of this research found that the most preferred package design was a matte, emboss surface, realistic picture, with warm tone colours, showed price and warning on the packaging.

Author Information
Wichanat Tiwasing, Mahasarakham University, Thailand

Paper Information
Conference: ECE2017
Stream: Student Learning, Learner Experiences and Learner Diversity

This paper is part of the ECE2017 Conference Proceedings (View)
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Posted by James Alexander Gordon