This study aims to find out how people comprehend product packaging, and focuses on the
comprehension modes of visual elements. The purposes of this study are as follows:
(a) To understand by means of focus group interview how people comprehend the visual
messages communicated by product packaging.
(b) To make summary and analysis of what visual elements are easier for the focus group to
interpret and comprehend.
(c) To find out the advantageous design factors that prompt the focus group to interpret and
comprehend the visual elements.