How do consumers make choices or decisions when faced with diverse commodities in a hypermarket? This paper studies the findability of commodities by consumers on the basis of distinct packaging designs. This study consists of three stages: (a) gathering of test samples, (b) interview of design specialists, (c) and checking of visual packaging elements by consumers. Results show that consumers focus on the five types of visual packaging elements of bottled beverages, namely, brand name, textures, commodity name, additional product information, and health logo, when distinguishing packaging designs. The findings of this research emphasizes that consumers do not confine themselves to design elements (e.g., image, color, and shape) when distinguishing packaging designs. The findings also encompass the advancement of the correlation between design elements and its classifications, thus providing information on the differences in packaging designs.
key words: Packaging Visual Elements, Differentiation In Packaging Design, Findability, Trade Dress
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