PRODUCT NAMING IN RELATION TO SIMPLE PRODUCT PACKAGE DESIGN BY ADOPTING A MODIFIED FOGG BEHAVIOURAL MODEL (FBM).

Year 2023, Volume: 11 Issue: 3, 365 - 387, 29.09.2023

Ayorinde Oluyemi Oluwafemi Adelabu Professor E.b. Oladumiye Oladumiye

Abstract

A simple package design is void of horror vacui (.i.e. without too many design elements). The question is – how possible can product naming persuade potential consumers without other attractive design elements such as colour and images? Thus, this study builds on existing body knowledge adapted from FBM. One of the rationales of this study is that product naming in relation to package designs should solve the problems of identification and persuasion. For these problems to be solved, designers work with shapes, colours, typefaces, and other imagery; however, they do not have mastery of product naming. Meanwhile, certain clients are believed to be ready to accept the contribution of the designers concerning product naming or branding of the product. Hence, the product stimuli used in this study are package designs of nonalcoholic beverages whose images are reconstructed using Adobe Photoshop CS6 to reveal the name. These are then exposed to the participants for evaluation and finally analyzed by using scatter plots, independent sample T-test, and one-way ANOVA to study the relationships. Based on the modified FBM (Fogg Behavioural Model) adopted, the correlation between the factors (motivation and ability) has a positive relationship but the strongest relationship happens in names that require less mental task for identification as well as possessing positive or related association. But for novel or strange names, advertising will be necessary. Since the sender and receiver of these visual messages are designers and consumers respectively, designing to fit consumers' prior knowledge, frequent and widespread product advertisements are important to make the product name of simple package design more persuasive. Designers and other stakeholders can adopt a modified FBM model to prove the feasibility of their creative designs in the aspect of imagery and other forms of visual communication such as product names. However, there is a need for further research on this particular subject because this present study is briefly executed through an exploratory study by using existing brand names of selected non-alcoholic beverages. A similar study can be carried out by using both fictional names and existing names for the purpose of comparison.

Keywords

Persuasiveness, Product Stimuli, Product Naming, Advertising, Identification, Modifed FBM, Simple Package Design

References

• [1] Agha, S., Tollefson, D., Paul, S., Green, D., & Joseph, B. (2019). Use of the Fogg Behavior Model to Assess the Impact of a Social Marketing Campaign on Condom Use in Pakistan. Journal of Health Communication, 24(3), 284–292. https://doi.org/10.1080/10810730.2019.1597952
• [2] Bix L, J de la Fuente, RP Sundar, and H Lockhart (2009), Packaging Design and Development, in The Wiley Encyclopedia of Packaging Technology, 3rd ed., K. Lam, Ed. Hoboken, NJ, USA: John Wiley & Sons, Inc., pp. 859–866.
• [3] Boerger, N. L., Barleen, N. A., Marzec, M. L., Moloney, D. P., & Dobro, J. (2018). The impact of specialized telephonic guides on employee engagement in corporate well-being programs. Population Health Management, 21(1), 32–39. doi:10.1089/pop.2017.0027
• [4] Fogg, B. J. (2009). A Behavior Model for Persuasive Design (ISBN 978-1-60558-376-1/09/04). Persuasive Technology Laboratory. Claremont, California, USA. Retrieved from www.bjfogg.com
• [5] Kemler, E., & Gouttebarge, V. (2018). A tailored web-based advice tool for skiers and snowboarders: Protocol for a randomized controlled trial. JMIR Research Protocols, 7(1), e12
• [6] Landa, R. (2013). Graphic Design Solution (5th edition). Boston, MA02210 USA: Clark Baxter, 377– 403.
• [7] Martisiute, S., Vilutyte, G., & Grundey, D. (2010). Product or Brand? How Interrelationship between Customer Satisfaction and Customer Loyalty Work. European Journal of Interdisciplinary Studies, 6(2), 5–15.
• [8] Oluyemi, A. S. (2021). Aspect of Consumer Behavioural Theory in the Context of Graphic Design. Gazi University Journal of Science PART B: ART, HUMANITIES, DESIGN AND PLANNING, 9(4), 313–328.
• [9] Oluyemi, Ayorinde S, Asogwa, C., & Onwuekwe, C. (2022). Types, Lettering and Layout. In introductory Notes on Basic Design amd Creativity (pp. 85–94). Books/Feschschrifts. Retrieved from https://www.nigerianjournalsonline.com/index.php/Feschschrifts/issue/view/283/showataoc
• [10] Oluyemi, Ayorinde Samuel, & Oladumiye, E. B. (2020). General Appraisal of the Nomenclature of Non-Alcoholic Beverages (NAB) Brands. SCHOLEDGE International Journal Of Multidisciplinary & Allied Studies, 07(01), 1–13. Retrieved from https://link.thescholedge.org/1207www.theSCHOLEDGE.org [11] Priyadarshy, A., & Nguyen-ngo, D. (2013). Understanding and Applying Trigger Piggybacking for Persuasive Technologies. Association for the Advancement of Artificial Intelligence (AAAI)Technical Report SS-13-06, 13(06), 79–82
• [12] Ranjit Kumar (2011) .Research Methodology: A Step- by- Step Guide for Beginners; Sage Publication Ltd London.3 rd Edition.
• [13] Roehm, M. L., & Roehm, H. A. (2010). The relationship between packaging uniformity and variety seeking. Psychology & Marketing, 27(12), 1122–1133. https://doi.org/10.1002/mar.20376
• [14] Sankaran, S., Frederix, I., Haesen, M., Dendale, P., Luyten, K., Coninx, K., & Ziekenhuis, J. (2016). A Grounded Approach for Applying Behavior Change Techniques in Mobile Cardiac Tele- Rehabilitation. In Pervasive Technologies Related to Assistive Environments.
• [15] Schueneman, H. & Tolette, B. (2010). A Critical Overview of the Package Development Process. Albuquerque, New Mexico: San Jose State University.
• [16] Sourdot-Dexel, E. and Gerlica, T. (2014) The Impact of the Change in a Product Name on the Consumer’s Perception and Behavior, Haimstad University, Sweden
• [17] URL-1.www.behaviormodel.org /_last Accessed :01:12:2018