Package design is an important tool for the marketing of commodities. With the improvement of the quality of our life, package becomes more and more important. The functions of package are no longer limited to the protection and sales promotion of commodities. It can be used for the promotion of human relationships as people are accustomed to giving gifts on festivities to extend their best wishes. In the field of marketing, the design properties, including the sense of color, texture, shape, are often used in package to present the sensible image of commodities. It is essential to the sale of the commodity whether its image can cater to the likings of consumers.
The methods of document investigation, focus group, and cluster analysis and questionnaire investigation are adopted in this study. The study is carried out in two stages and mainly discusses the application of design properties in the Mid-autumn moon cake gift box in the market. It makes analysis of the visual and structural level of the gift box, and further discusses the different likings of Mid-autumn gift box package from different consumers with various backgrounds.
Aiming at the purchasing conduct of the consumers, the study finds that consumers attach the greatest importance to the aesthetic feeling of the gift box, especially female and young consumers. They think a delicate and beautiful package may arouse their desire to buy the product, and they are willing to spend more money on beautiful gift box package. According to the investigation done by the “Cheer” magazine, young consumers tend to choose commodities which are more delicate, with better materials, with a more creative design and with uniqueness. It can be seen that gift package with aesthetic creativity and multiplicity has become the trend of consumer purchase preference. From the study on the relationship between consumer preference and design attribute for paper gift box of moon cake festival package, we can draw the following conclusions:
(1)On the level of vision, the moon cake gift box package sold on the market is to the likings of consumers; the study finds that mid-autumn gift packages with a concise aesthetic feeling, a modern style and the color series of red and orange are consumers’ favorite.
(2)On the level of structure, the moon cake gift box package sold on the market is to the likings of consumers; Consumers like concise quadrilateral and monolayer gift cases with collection value, especially the aged consumers above 51 years old. The percentage of young consumers between the ages of 20 to 30 accepting the polygon or irregular case shape is higher than the aged consumers, and it is considered that more layers of package can add to the sense of value.
(3)As for other factors, the moon cake gift box package sold on the market is to the likings of consumers; consumers like a multiple combination and customized package of gift cases. Consumers with a high monthly income above 75, 000 TWD obviously do not like big package with more than 5 boxes.
In the future, the image aesthetic sense shall be strengthened on the package design of Mid-autumn gift boxes, so as to promote its sense of value and its presentation of modernity and creativity. The brand image should also be applied, together with suitable paper materials, box cover paper, supplementary materials, and printing, so as to add to the interests and novelty of the gift case packages. In the modern society with fierce competition and abundant materials, the likings of consumers are also diversified. Only through creations on image presentation, box design, or combination of contents and modes, can we satisfy the requirements of consumers, so as to further improve the overall profits.