Affordances Feature on Package Design has Preference Effect on Content

  • Jerry LinEmail author
  • Cheng-Hung Lo
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9187)


People use package to protect and express product, a good design feature on package will enhance preference of consumers. Affordance is human instinct that suggest action of usage and it imply attractive. This study prove that a package has affordance design not only provide consumers’ a positive emotional experience, better to influence consumers’ positive perception to the contents. The outcome may assist designers in selecting or modifying package designs for achieving desired consumer responses.


Affordance Package design Perceptual information Usability 


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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.Department of Industrial DesignChang Gung UniversityKwei-Shan, Tao-YuanTaiwan, R.O.C.

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