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Given the importance of package as one of the most salient at the purchase point, there are relatively few empirical studies on the package design. When it comes to reviewing the product package, it has seldom been based on the rigorous market tests. Experimental evidences on what makes the consumers to respond favorably to a new package are still at large. This paper delves into the individual role of design element changes in package and their impact on the consumer's attitudes towards the package image. And, their interactive effects are analysed in relation with perceived importance of product design in general. The research questions are based on the existing studies on the above mentioned two tasks. Over 380 consumers in their 20s and 30s in the greater Seoul area are surveyed. The results are as follows. First, the consumer's sensitivity to package design changes is confirmed as it varies differently with an individual design element. The interactive effects, however, did not appear in the study. The results of the paper have practical implications for effective management of package design teams. We urge further studies in the line that would help to better our theoretical understanding of how we manage to create or renew package design effectively. Keyword: package design, visual elements, consumer responses

han-guk'dijian'poreom/han-guk dijain poreom

An Experimental Study of the Consumer's Responses to Design Element Variations in Package and their Effects on the Attitudes towards the Product Package