ABSTRACT
An effective package design enables a product to stand out from its competitors and create an initial impression which generates a favorable consumer psychological reaction. This phenomenon is conspicuous in the visual design of bottled products, such as shower gels, shampoos, cosmetics, and so forth. To create a satisfactory bottled shower gel packaging before the product is launched onto the market, it is essential to comprehend the consumers’ responses regarding the visual design of bottled shower gel packaging and to explore the corresponding visual design features which influence the consumers’ responses so as to provide designers with useful insights. The present study conducts a series of visual evaluation to explore consumers’ responses to the visual design of bottled shower gel packaging. The evaluation results are analyzed using conjoint analysis and TOPSIS algorithm to determine the critical features regarding the visual design of bottled shower gel packaging for satisfying the consumers’ responses. The results of present study could provide package designers with useful insights and are thus more likely to achieve commercial success when the bottled shower gel products are brought to the market.
