نوع مقاله : پژوهشی
نویسندگان
1 گروه روانشناسی، دانشکده علوم تربیتی و روانشناسی، دانشگاه اصفهان، اصفهان، ایران
2 گروه طراحی صنعتی، دانشکده معماری و شهرسازی، دانشگاه هنر اصفهان، اصفهان، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The aim of the present research was to determine the psychological impact of the affective design of color semiotics in packaging on consumer preferences and the factors influencing these preferences among Isfahan University students. The results of the data analysis showed that the effects of the color components of the CIELAB color space (L*, a*, and b*) on consumer preferences, as measured by a questionnaire assessing 25 emotions related to product color choice, are significant (p ≤ 0.05). Additionally, the effects of the variables from the first and second questionnaire categories on the positive feelings and emotions arising from interaction with the product—specifically, the defined variables S (average positive feelings and emotions of individuals interacting with color) and P (average positive feelings and emotions in interaction with a general product)—are significant in relation to the score of people's preferences (the average of the factors affecting consumers' preferences) (p ≤ 0.05). Based on the findings of this research,, the affective design of packaging color semiotics significantly influences consumer preference factors.
کلیدواژه‌ها [English]
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