Perpustakaan Digital ITB

Packaging is the technology used to contain, protect, and preserve products all the way through the distribution, storage, and handling activity. In previous centuries, packaging was not seen as an essentials element. But over the time, packaging then realized as something that holds a vital role in marketing a product as the part of marketing tools. It is the first thing seen by consumers when they are in shop, market, or other point-of-purchase. Point-of-Purchase Advertising International (POPAI) reports that as much 75 percent of purchase decisions are made in-store right when they saw the product.Based on theory of main attractiveness factors in packaging design by Klimchuck and Krasovec (2006) there are four factors which become the attractive point in packaging design; color, shape, imagery, and typography. This research was conducted in Bandung to 204 respondents. From this research, respondents thought that color in S packaging design is attractive but it is somehow not really important consideration on their purchase decision. Meanwhile, shape and imagery is also not really considered by most respondents on purchasing S. Typography also seemed indifferent by them. From the purchase decision dimension, the researcher found out that respondents thought that each variable only affects their purchase decision a little bit.