包装上的哪些视觉元素会影响人们的可信度? 在体外诊断工具包的案例研究
Wen Yuan1, Zhanxun Dong1, Jiao Xue1
1School of Design, Shanghai Jiao Tong University, Shanghai, China.
Heliyon
|June 30, 2023
概括
包装设计显著影响消费者对体外诊断 (IVD) 工具包的信任. 特定的视觉元素,如无纹字体和色彩增强这些健康产品的可信度.
科学领域:
- 消费者心理学 消费者心理学
- 医疗产品营销 医疗产品营销
- 在体外诊断 (IVD)
背景情况:
- 越来越多的公共卫生意识和全球危机增加了对IVD试剂的需求.
- 消费者不信任是IVD产品采用的主要障碍.
- 视觉包装元素影响消费者对药品的看法.
研究的目的:
- 调查视觉包装元素如何影响消费者对IVD产品的信誉感知.
- 识别特定的视觉元素,以提高快速诊断测试 (RDT) 套件的可信度.
主要方法:
- 实验性研究结合了以前对视觉元素和消费者感知的研究.
- 专注于快速诊断测试 (RDT) 套件作为产品类别.
- 通过问卷从216名随机分配的参与者收集的数据.
主要成果:
- 所有四个测试的视觉元素 (字体,颜色,图案,信息) 都显著影响了感知到的可信度.
- 无斜字体,现实的图案,色彩和增加的信息导致了更高的可信度.
- 确定了增强消费者对IVD产品信心的特定视觉线索.
结论:
- 视觉包装设计是建立消费者对IVD产品信任的关键因素.
- 提供可操作的见解,用于设计可信的包装,非处方 (OTC) 健康产品.
- 为公司和卫生组织的营销和宣传工作提供了一种新的设计策略.
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