In the 1930s Louis Cheskin, a marketing psychologist, began to take into account the psychology of packaging design. Cheskin study how consumers' emotional response to the package by doing experiments. In his experiments, he placed the same two products in two different packages. A circular packaging and other packaging triangular.
Participants in the experiment were asked to choose which products are most favored and why. They were not questioned at all about the packaging. Also not required to say anything about the container. The result, 80 percent of participants chose the packaged product circular. More lanut When asked why, they think the product has a higher quality than products in the packaging triangle.
Cheskin later repeated his experiment with other products placed in the same package - segitida and circular shape. Same result. Therefore, Cheskin concluded that packaging design provides a major influence on the content of one's experience will be contained in the container.
This phenomenon he calls "sensation transference". This phenomenon is said by other researchers as a chance to help a product that comes from feeling that we get to see the outside packaging of the product. "Sensation transference" can be achieved through a comprehensive packaging design of a product. This overall design consists of five elements, namely shape, size, color, graphics, and materials.
Since then the believer will size the role of packaging. Several subsequent studies further reinforce the notion that the packaging is very effective in making the consumer interest. This is because the packaging led to a subconscious appeal to consumers and make them buy a product. Products with specific packaging which consumers often first seen to be consumer products purchased. Spontaneous emotional reaction caused by the stimulus (package) first to be seen to encourage consumers to consider these products. (Hine, Thomas (1995) The Total Package: The Evolution and Secret Meanings of boxes, bottles, cans and tubes. Little, Brown and Co.., Boston).
That is why, this study also concluded that shopping is an irrational process. Consumers often go into a store without a shadow of what the product or brand they would buy. Most consumer products purchased in stores is not produced by the process of deliberation or careful analysis.
Consumers often do not feel the need to read or see more closely sara packaging of a product. Which plays an important role in the buying process as it is the perception of colors generated by form of packaging atu. So here color and shape of a stimulus package for the product only memory re meretriev quality of a product not be something to consider. (Hine, 1995, pp 205-210).
The late 1980s, the producers and marketers increasingly realize the importance of packaging. They realized that the packaging is one of the most important factor in creating and maintaining a certain image. Packaging is not just providing the product image contained in it, but it also reflects the identity.
Therefore, today more and more manufacturers are trying to increase the strength and appeal of the packaging to help influence consumer decisions in selecting and buying the product. Especially look at the current market conditions are crowded with a variety of brands. According to data from industry assosisasi packaging and packaging materials of the world, approximately 182,000 new packaging products introduced during the year 2006. These numbers continue to increase until the mid-year 2007.
The challenge for designers is how menciptaan packaging packaging to protect products, protecting consumers, making the product easy to be stored and transported, provide information about a product, create attraction when displayed, environmentally friendly, provide comfort, economical, legal, and create promotion value.
Dimens challenge more dynamic with the rapid changes taking place in the external environment, especially on consumers and culture. A package that had succeeded in creating an image, this time due to decreased ability to shift perceptions of packaging and product. That's why, to be effective, a packaging must be adapted to new cultures, different tastes, and new consumption patterns.
In other words, a package that can act as a silent salesman (silent salesman) is very dependent on the understanding of the market. In this regard, cultural studies of aspects of communication helps the designer in designing packaging suitable for a market. Here, the ability of producers and marketers in anticipating the challenges, roles and power packaged in increasing interest and growing consumer choice is at stake for the success of a product.
Back to the premise that the packaging reflects the identity. This premise implies that the elements such as graphics and design of structures requires a packaging able to characterize and differentiate a product or brand from the others and able to give satisfaction and comfort for consumers.