Effect of Package Design of Handloom Products to Influence Consumer Perception

  • Rahul TirpudeEmail author
  • Tanweer Alam
  • N. C. Saha
Research Article


Package design plays an important role in attracting consumer’s attention and generating expectations in the consumer that affect the perception of the product and their decision-making. Studies were undertaken on the traditional handloom products of Himachal Pradesh, India to develop a package design for readymade woolen garments. In the process of development of a package, seven products were identified viz. gents blazer, gents shirt, woolen shawls, woolen ties, woolen socks, stoles and woolen caps. During the design research, studies were performed to evaluate the latest trends in packaging for the Handloom products along with other parameters such as shape, size, structure, graphics, color, materials, ergonomics, etc. Product visibility and sustainability were also focused with considering the development of new packages. Different parameters were studied to observe the consumer perceptions for development of a new package based on a) Dimensions of the product b) 3-D modelling for all the variants c) Graphics formation based on the key observations of design research. The technical specifications were developed based on the prototypes. Finally, innovative packages with distinct graphics were adjudged to be the best. Furthermore, the use of this design process supports the packaging designers to develop packages which align with consumer perceptions.


Package design Design research Graphic design Ergonomics Perceptions Traditional handloom product 



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Copyright information

© Indian Institute of Packaging 2019

Authors and Affiliations

  1. 1.Indian Institute of Packaging, FIEDelhiIndia

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