Predifining Emotion Throught Product Design
Abstract: In the recent
decades the business environment has changed tremendously due to the advance of
globalization and competition, changing the essentials for success. To overcome
competitive pressure, marketer and designer have to focus on customer's sensory
needs and desires to create a deep rooted relationship through emotional
dialogue. In this context, innovativeness appears to be a key ingredient to create
and control consumer's
emotion. Perceived of
innovativeness is strongly
influenced by consumer desire
attribute of product. Design innovativeness is one of a powerful
differentiator, which can be used as a strategic tool to achieve and sustain
competitive advantages. Design's contribution to a product's success manifests
itself in several ways, for example in packaging design. Packaging is a tool to
build emotional connectivity with consumer. Marketer and designer have to be
creative to build deep relationship with consumer through aesthetics and visual
attribute of packaging design, in this case : cosmetics packaging. This study
attempts to show that perceived innovativeness which are build from consumer's
visual standard are important aspect in building emotional responses.
Collecting method in this research is using questionnaire Population in this
research is working woman in Jakarta, sample amounting to
102 people. Hypothesis
examination in this
research by correlation
and multiple regression. Analysis
result indicate that perceived innovativeness and consumer's visual standard
have an effect to emotional elicited.
Author: Theresia Reni, Herry
Hudrasyah
Journal Code: jpmanajemengg100012
