DESIGN FOR PRODUCT USAGE: A STUDY ON THE AMBIENT 

MEDIA IMAGE OF PRODUCT PACKAGING

Yung-Chin Tsao

Professor, The Graduate Institute of Design Science 

Tatung University, Taiwan, R.O.C.

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Shih-Yin Huang

The Graduate Institute of Design Science, 

Tatung University, Taipei 104, Taiwan, R.O.C. 

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Chu-Wen Hung

Department of Industrial Design,

Tatung University, Taipei 104, Taiwan, R.O.C.

Abstract

The purpose of this study is to explore the application of the interaction image of ambient media in product packaging design, including (1) analyzing and summarizing the conceptual structure of the interaction through an investigation of related examples of existing ambient media, extracting the corresponding design techniques based on the concept of interaction structure, and carrying out packaging design and image testing; (2) using principal component analysis as the main method for testing results to explore the constitutive factors of the ambient media image in packaging use and its corresponding relationship with various interaction forms; and (3) finally, analyzing the interaction image of ambient media that affects "interaction" and "liking to use" with multiple regression analysis. 

The interaction concept of ambient media is composed of five sub-concepts: (1) "combining with other things - metaphorical expression concept"; (2) "combining with other things - structural function combination"; (3) "combining with other things - appearance modeling combination"; (4) "user cooperation - intuitive operation to produce situational effect"; and (5) "user cooperation - user operation behavior cooperation". We find that the ambient media images that influence "interaction" and "like to use" are respectively "lively", "pleasant", "interesting", and "humorous".

Keywords: ambient media, interaction, packaging design, image design

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