Design Elements in Tea Packaging that Influence Consumer Purchase Intention

Abstract

This study aims to extract elements from tea packaging design that influence consumer purchase intentions and to offer effective design guidelines. The method involves first understanding through user interviews which packaging elements impact consumers' choices when selecting tea, and then translating these elements into design components. These components were analyzed using factor analysis to categorize them into dimensions, and a structural equation model was used to explore how these dimensions influence consumer purchasing decisions. The study identifies and prioritizes design elements within each dimension to guide tea packaging design. Conclusion: User interviews yielded nineteen design elements in tea packaging, which were categorized into four dimensions: visual characteristics, functional characteristics, emotional characteristics, and value characteristics. The structural equation model revealed that all four dimensions significantly and positively influence consumer decision-making regarding tea selection. The priorities of each design element were further established, and based on these findings, relevant design strategies were proposed to assist designers in tea packaging design.