The Study on Packaging Illustration Affect on Buying Emotion

Apart from paying attention to product quality and usability, consumers enjoy the package design of the product when purchasing commodities. Other relevant research has pointed out that using an illustration in the package design can draw more attention to the product. Based on the results of that previous research, this research finds that having illustrations in the package design is one of the factors which influences buying emotion. This research finds that “expression technique and drawing media” and “simplification of illustration” influence consumer's joyful feeling. Based on a statistical method of investigating food packaging in the market, 167 samples were found that use illustration in the package design. This research points out: (a) High sharp of expression technique (60.48%)and rendering graphic (52.69%) are used mostly on packaging surface design. (b) The association of high sharp expression with drawing media of airbrush painting, and pictorial illustration accounted for the market maximum proportion (36.53%) in the investigation of association of “expression technique and drawing media” and “simplification of illustration”. (c) The association of high sharp expression with drawing media of colored pencil painting, and rendering graphic causes the highest (grade 4.05) positive buying emotion in terms of happiness, joyfulness, satisfaction, leisure, and expectation. The association of high sharp expression with drawing media of block print painting, and graphic simplification effectively causes negative buying emotion. The finding of the research results suggests that packaging surface design tendency from marketplace presents an inverse relationship with the consumer’s buying emotion.