Track: Optimization

Abstract

Consumers will perceive the impression of professionalism in packaging that the product quality is relatively good. Packaging becomes an aspect that has an essential role for companies to implicitly explain the details of the products to be sold and as the main points that explain how consumers are interested in consuming because of the cognitive transformation process provided by packaging both in terms of color and other features. Packaging has a broader reach than advertising and differentiates it from competitors. Packaging promotes and drives purchasing decisions when purchasing and every time the product is used. Packaging with different sizes can expand a product to new target markets or help overcome cost barriers. This paper discusses packaging and consumer behavior in response to existing packaging. So far, almost all manufacturers when making packaging designs are only based on studies conducted by these manufacturers without any customer involvement. By understanding consumer behavior, it is hoped that in the future the packaging design created will involve consumers by paying attention to the aspects needed and desired by consumers. So that the packaging design that will be produced can further increase the value of the product and increase consumer interest in purchasing a product.