Perceived visual design elements on small and medium enterprise's food packaging design in Malaysia


Raja Abdul Rahman, Raja Intan Suhaylah (2018) Perceived visual design elements on small and medium enterprise's food packaging design in Malaysia. PhD thesis, Multimedia University.

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There are many researches that study the effects of appraisal of packaging design and products via some evaluation criteria. In particular, purchase intention relies on “aestheticity” is subjective. It is challenging to measure aesthetic aspect due to lack of consistency in the scales being used. In fact, design is identified as the foundation of how knowledge in design intentions may affect packaging design evaluation. However, the literature on people with design sensitivity and their experience is limited, especially in the topic regarding food packaging design for microenterprises in Malaysia. There are extensive literatures on packaging design among general consumers, where the studies focus on purchase intention and purchasing behaviour, that overlooking in the aspects of designer’s intention and appreciation as well as specific design measurements on food packaging design. Due to the limitations, the objectives of this study are to assess the appraisal of perceived visual design elements towards product aesthetic evaluation on food packaging design; to examine the relationship between perceived visual design elements and hedonic values in assessing the aesthetic values of food packaging design; and to determine the effect of CVPA on product aesthetic evaluation. The study determinants provide new insights into the subject matter pertaining to visual cues and aesthetic evaluation by looking at people with sensitivity on design. The findings reveal that aesthetic evaluation triggers positivity in dealings with industry and society. The designer’s perceived value towards new design development does influence the relationship, thus provide opportunities to propose additional design standards in designing coherent food packaging design for small medium enterprises (SME), particularly microenterprises in Malaysia.

Item Type: Thesis (PhD)
Additional Information: Call No.: N70 .R35 2018
Uncontrolled Keywords: Visual arts. Art—Philosophy.
Subjects: N Fine Arts > N Visual arts
Divisions: Faculty of Creative Multimedia (FCM)
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 13 Jan 2023 06:51
Last Modified: 16 Jan 2023 05:09


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