and attention) may lead to gaps in distinguishing factors.
In terms of package research, the current paper is one of the few
exploring overall design elements. The current article, to some extent,
is an initial investigation into the integrated thinking of package
design. People perhaps have the ability to have prior
knowledge of some products, and quickly find the location of the
brand they want [50]. The human brain contains a search mechanism,
and one has his/her own logic of selection. However, such
knowledge and thinking are rarely investigated in books or research
materials, and even the conclusions obtained after a package
designer is affected to his/her field of specialty. This
knowledge, however, is rarely open to public discussion.
Some research on package appearance indicates that when a
consumer who goes to purchase a beverage and detergent has a
preference for certain brands, he/she can quickly scan the products
on the first row of the shelf, pick out the package with a curve bottle,
recognize the brand of their own favorite, and grab it and put
into the shopping cart [50]. This process involves the package
appearance used to promote search and recognition. In contrast,
when he/she is not sure which brand to buy, and does not care
about the price, or has no preference for some brand, he/she may
pick a lemon-flavored detergent with yellow packaging. In contrast,
the package appearance at this moment may change or interrupt
their search, and play a central role in the selection process.
Thus, brand packaging, as a visual stimulant, plays the role of package
differentiation and increases consumer desire to buy.
The two cases mentioned above explain how each brand and
package appearance affects the choice of the consumer; however,
only the detergent case involves the consumer decision to consider.
The current study believes the displayability of differentiation
design is achieved against the background formed by
competing packaging. What elements can catch the attention of
participants? The most obvious, distinguishable design elements
determined by well-thought judgment on differentiation