Preliminary communication

https://doi.org/10.19279/TVZ.PD.2015-3-3-07

THE EFFECTIVENESS OF JUICE BOX GRAPHIC DESIGN SOLUTION INCONGRUENT WITH CONSUMER MEMORY SCHEMA

Uroš Nedeljković orcid.org/0000-0001-5180-4365 ; Faculty of Technical Sciences, Department of Graphic Engineering and Design, Novi Sad, Republic of Serbia
Irma Puškarević ; Faculty of Technical Sciences, Department of Graphic Engineering and Design, Novi Sad, Republic of Serbia
Ivan Pinćjer ; Faculty of Technical Sciences, Department of Graphic Engineering and Design, Novi Sad, Republic of Serbia

Abstract

Graphic design solutions that are congruent with conventions of the consumer memory can initiate information processing in accordance with a schema, that is, unconventional solutions can activate the processing of schema ‒ incongruent information. This paper argues the effectiveness of unconventional graphic design solutions for a juice box packaging in relation to conventional solutions which are present daily in our surroundings. The experiment was designed to exemplify emotional response differences to conventional and unconventional graphic design solutions which can either activate congruent or incongruent information processing. Based on Mandler’s findings, we hypothesize that moderately incongruent schema, initiated by unconventional graphic design solution for packaging, will lead to more positive emotional response contrasting with a response initiated after information processing to scheme ‒ congruent solution. Our findings confirm the hypothesis

Keywords

Graphic design; Packaging; Emotional response; Schema ‒ congruity

Hrčak ID:

193166

URI

https://hrcak.srce.hr/193166

Publication date:

16.11.2015.

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