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111840001 賴冠廷

111840002 王閔慈

111840008 林宸妘

111840017 盧珮瑜

111840018 翁翊珊

111840021 黃郁軒

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*Hick's Law
There are tens of flavors, but they are separated into different series.
Therefore, the choosing process comes into
1. pick one serie you want
2. pick the flavor you want.
It makes the choices less when you make the deicions.

*Miller's Law
Lay's has 5 series
(maybe more than 5? I think there are some series disappeared.)
Classic, Stax, Wavy, Natural Taste, Taiwan Potato
(經典、樂連連、波樂厚切、自然美味、台灣在地馬鈴薯)
Each series has 5~9 falvors on the shelf.

*Law of Common Region
The same series will be one the same shelf.

*Law of Similarity
The same sreies have similar package layout.
The same flavors usaualy use the same color.
(original - yellow, seaweed - green, cheese - orange, chicken - orange red)
So the buyers can recognize immediately.

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郭小瑀
邱婕恩
李彧萱
張瑀珊
Jorge Valle
Camila Fatecha

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1. Affordance: ring it on a book.

2. Hick's Law: too many color to choose.

3. Signifier: you can find the sticker notes by the lable.

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Gestalt principle:

-Continuity(strip): People view irregular color blocks as colorful stripe, which

bring out a clean, fresh and cool vibe.

-Closure(organized chunk): Human brain automatically divide image into 3 to 4 chunks.

Law of Similarity: The big words "LEMON TEA" are viewed as a group, since they're the same type of font.

Halo effect: Colors and the lemon image create a bright, fresh feeling

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	1.	Visual Design: The design elements on the packaging (such as color, shape, or pattern) might be similar, creating a cohesive visual appearance that makes the entire package look like a single, unified product.
	2.	Product Consistency: The individual wafers within the package are likely similar in shape, size, and color, reinforcing the perception of uniformity and belonging together as part of a single product line.

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Sophie Wu

Karin Taguchi

Sarah-Katharina Schmid

Melvinsky Tirto

Willard Tiocuardy

Eryn Angela

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王泳傑

林峻彣

金正洋

李冠瑾

呂宇絜

李欣庭

邱莉絲

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Fitt’s Law

The cylindrical shape of the Pringles can is easy to grasp, reducing the time and effort needed to interact with it, exemplifying Fitts's Law.

Aesthetic-Usability Effect

The Pringles can's attractive and functional design enhances both its aesthetic appeal and perceived usability.

Law of Prägnanz

The simple, symmetrical shape of the Pringles can and chips is easily perceived and remembered, illustrating the Law of Prägnanz.

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Signifier, Contraints, Hicks Law, Jakobs Law, Millers Law, Law of Common Region, Law of Proximity, Law of Similarity, Peak-End-Rule

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Affordance

Customers can know where to cut and open the package.

Conceptual Model

The design of each fruit (the shape and color of gummy) on the package is simple and common for everyone.

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林宣妮

吳佳麗

翁潔慧

關蕙君

Nastya

譚雯雲

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Color Psychologie:

The red and orange are both bright colours that are able to catch attention easily also they work best with impulsive buyers and help appetite

Also the colours are analogue which means they are harmonic

Law of Proximity:

The ingredients are placed next to the crackers which makes one think that they are closely related

Also the brand name and the product name are grouped together to show they are related

Law of common region:

On the backside there is a ingredient list enclosed in a box making them share one region

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Jakob’s Law

The packaging design is like a jar of Bifido, so that people can see at a glance that it is a Bifido series of products.

Occam’s Razor

The packaging and instructions are simple and intuitive with no unnecessary complications or design, making them easier to understand and use.

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Hick's law:

Has 6 flavors: plain, chocolate, strawberry, mocha, taro, caramel

Color theory and law of similarity:

Colors identify the flavors of the milk:

Blue(plain), yellow(chocolate), pink(strawberry), brown(mocha), light brown(caramel), light purple(taro)

Law of proximity:

The information about the ingredients and vitamins are put closely together

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Yellow: bright and positive, causing happiness and energy.

Square: Gives a sense of stability, trust and professionalism.

Limited time period gives people a feeling of limited quantity

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Sakura Green Tea

*Aesthetic-Usability: Compared to other green teas, this one has a rather delightful packaging design with the feeling of spring season by decorated with illustrations of cherry blossoms, which attracts me the most at first glance on the shelves.

*Jakob’s Law: Of course this product follows the most common design of plastic bottles to open by twisting counterclockwise.

*Zeigarnik Effect: It seems like a seasonal product that motivates me to buy or I might feel bad if I don’t get with the times.

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Law of Proximity: Audience can devide the pictures and writings into 4 different sections; image, product name, the product and its vitamins

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央志寰

賀小薇

陳小春

王藝樺

王劭祺

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Miller’s law

This dried seaweed has many flavors

(Original / kimchi and more )

Decoy effect

The price I bought is little expensive than other small , usually people will buy the bigger one

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Parkinson’s Law

Parkinson's Law states that "work expands to fill the time available for its completion." While this law is typically applied to time management and productivity, it can also be metaphorically extended to other areas, such as the consumption of resources.

When we think about an Oreo package with mini Oreo packages inside, we can draw a parallel to Parkinson's Law in the following way:

1. Primary Package (Large Oreo Package): This represents the total time or resources available.

2. Sub-Packages (Mini Oreo Packages): These represent the smaller, subdivided portions of the total available resources or time.

Application of Parkinson's Law

1. Perception of Abundance:

- With a large Oreo package, there is a perception of having plenty, which might lead to overconsumption. Similarly, if you have a lot of time to complete a task, you might end up using all that time, often inefficiently.

2. Consumption Behavior:

- When the large package is divided into mini packages, it can alter the consumption behavior. You might be more mindful of consuming the Oreos because each mini package represents a smaller, more controlled portion. This is akin to breaking a large task into smaller tasks to prevent time from being wasted.

3. Control and Efficiency:

- Mini Oreo packages can help control portions and prevent overconsumption, which aligns with breaking tasks into smaller chunks to enhance productivity and efficiency. When tasks are broken down, there's less tendency for work to unnecessarily expand, as each sub-task has a more defined scope.

Example

Imagine you have a month to complete a project (large Oreo package). If you don't subdivide this time (mini Oreo packages), you might procrastinate and only start working intensely towards the end of the month, leading to stress and potentially lower quality work. However, if you break down the project into weekly or daily tasks (mini Oreo packages), you're more likely to manage your time effectively, ensuring steady progress and a better outcome.

In essence, the relation between the Oreo package with mini Oreo packages and Parkinson's Law illustrates how subdividing resources (whether cookies or time) can help in managing consumption and efficiency. It helps in avoiding the trap of allowing work (or eating) to expand beyond what is necessary.

Law of Common Region

The law of common region is a principle from Gestalt psychology, which states that elements tend to be perceived as a group if they are located within the same closed region. This principle is used to explain how we visually organize elements into groups based on their enclosing boundaries.

To relate this principle to Oreo packages, consider the following example:

1. Oreo Package (Outer Box): The outer box of Oreo packages often encloses multiple mini Oreo packages. This outer box serves as the common region, grouping all the mini Oreo packages together.

1. Mini Oreo Packages (Inner Units): Each mini Oreo package within the outer box is perceived as part of the same group because they are all contained within the common region defined by the outer box. Despite the mini Oreo packages being separate items, the enclosing boundary (the outer box) makes them appear as a single, cohesive group.

3. Visual Organization: When you see a box of Oreos containing mini Oreo packages, your mind naturally groups the mini packages together because they share the common boundary of the outer box. This helps consumers perceive the mini Oreos as part of a single product offering, enhancing the visual and conceptual organization.

By using the law of common region, manufacturers can effectively group products in a way that makes sense to consumers, improving both the packaging's aesthetic appeal and its functional organization.

Law of Pragnanz

The Law of Prägnanz is a fundamental principle of Gestalt psychology which states that people will perceive and interpret ambiguous or complex images as the simplest form possible. It suggests that our minds naturally prefer to organize visual elements into a cohesive, stable, and straightforward whole.

Relating this to an Oreo:

1. Visual Simplicity: An Oreo cookie, when viewed as a whole, is perceived as a simple, familiar, and iconic shape—a circle with a patterned design on the top and bottom, sandwiching a cream filling. Despite the intricate patterns on the cookie and the potential complexity of its structure, we perceive it as a straightforward, recognizable item.

2. Unified Design: The Oreo's design is consistent and repetitive, which aligns with the Law of Prägnanz. The circular shape, the patterned surface, and the contrasting colors (black cookies and white cream) all contribute to a perception of order and simplicity.

3. Brand Recognition: The Oreo's distinct design is easily and quickly recognized by consumers, demonstrating how the Law of Prägnanz helps in creating strong visual identities for brands. The simplicity and distinctiveness of the Oreo's appearance make it easily identifiable even from a distance or with minimal visual cues.

By applying the Law of Prägnanz, we understand how the Oreo's design is optimized for quick recognition and simplicity, making it an effective and enduring visual symbol in the marketplace.

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Hick's Law: Simplify choices on multi-flavor packs by grouping similar flavors together.

Fitts's Law: Make the main elements

(brand name) large and easy to spot on the packaging.

Aesthetic-Usability Effect: Create an aesthetically pleasing design, as users perceive more beautiful designs as easier to use.

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徐詩婷

陳卉淇

林郁儒

陳佩妤

鄭頌揚

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halo effect

In the same chocolate biscuit, it has a picture of Pokémon, which will make people think it is cute and buy it.

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Doherty Threshold

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Oyster omelette flavor is a famous snack food in Taiwan.

Combined with all the presentation of green so the outer packaging is also green quite a bit.

The picture of oyster omelette on the package makes it easy to know the taste at a glance.

Packaging elements are also biased .towards Taiwan's elements not monotonous and boring.

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《Color psychology 》

Red stimulates the appetite

Red is an attractive color often associated with energy. The use of red in packaging design can quickly attract consumers and stimulate their desire to buy. For example, food brands may choose to use red packaging to promote sales

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Signifier

Conceptual Model

Aesthetic-Usability

Jakob's Law

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Occam’s Razor

Simple packaging with only the product name and flavor remaining.

Von Restorff Effect

Among similar packages, one is slightly different.

Halo Effect

Placed next to another brand, Pocky, with similar packaging, possibly making you think it is Pocky.

Signifier

There is an opening mark on the back.

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Tesler’s Law: Simple stick format with varied coatings.

Von Restorff Effect: Distinctive packaging and unique stick shape.

Zeigarnik Effect: Ongoing task of eating one stick at a time.

Decoy Effect: Pricing strategies among different sizes and editions.

Halo Effect: Strong brand image influencing the perception of all flavors and variations.

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Zeigarnik Effect：

During 3/1 to 4/30, if we buy this drink, we will get the chance to win the special prize by scanning the QRcode inside the bottle cap.

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1. Aesthetic-Usability Effect:

• The packaging’s vibrant colors and lively graphics help attract consumer attention, making the product look more appealing and of higher quality.

2. Law of Proximity:

• The main information on the packaging, such as the brand name “MI-MI”, images, and product descriptions, are closely arranged, making it easy for consumers to quickly scan and understand.

3. Law of Similarity:

• The packaging’s colors and patterns are consistent, creating a unified visual effect that enhances brand recognition.

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color of cheese🧀 and ketchup🥫

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Jakob

the squid icon

color psychology

black and goden, make it luxury

magic number in the back 5 explanations

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Fabian Witting

Marlies Kremer

Mireille Garcia

Dari Abidueva

謝佳妩

胡嫚元

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1. Affordance: Bananas come in their own natural packaging, which is easy to peel and eat, providing a clear affordance for consumption.

2. Signifier: The color change of bananas from green to yellow indicates their ripeness, serving as a signifier for when they are ready to eat.

3. Law of Pragnanz: Bananas have a simple and recognizable shape and color, adhering to the principle of simplicity and clarity.

4. Aesthetic Usability Effect: Bananas with appealing and uniform yellow color are more likely to be chosen by customers due to their visual attractiveness.

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Color theory

Red to catch the consumer’s attention and gold to be associated with the taste of the cream candy

Different flavors and types of candy have different colors

Common region:

The nutritional facts are together in a table to insinuate that they are related

Hicks law:

Different types of candies and different types of flavors like soft caramels, butter candy, coffee candy, cream candy, toffee etc

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Hick’s law

Use the buy-one-get-one-free promotion method to significantly reduce the selection time among many choices and increase the chance of being selected.

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Aesthetic-Usability Effect

There is a cute picture on the package green tea. I think it is more attractive and tasty to me and I prefer to buy it instead of buying those don’t have cute picture.

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Stamp Candy

*Peak-end-rule: It attracts customers the most when you play with the candy: firstly you lick it, then you can get a stamp to stamp on any surface. Then you’ll remember its flavour at the end as you eat it.

*Zeigarnik Effect: There are 33 types of illustrations of characters from Crayon Shinchan, but the amounts of candy are less than 33, so you might feel pity if you don’t collect full set, which motivates customers to buy more if they are fans of the animation.

*Law of Similarity & Law of Proximity: Beside the Product name shows three rectangles with same size, which are close to each other. And as you read texts on them you’ll know they list the 3 flavours of candy.

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This design conforms to the signifying principle in Donald Norman's design theory, allowing people to open the package conveniently and quickly.

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Jakob's Law: Both of the colors of the large packaging outside and the small packaging inside are green, which is consistent with people’s established impression of seaweed.

Serial Position Effect: The words "小王子麵" and the symbolic head are iconic things that everyone can easily remember.

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1. Hick's Law:

• Hick's Law states that the time it takes to make a decision increases with the number of choices. On this packaging, the designer has simplified the information, highlighting only the main visual elements: the brand logo (Doritos), the flavor image (barbecued pork belly), and the brightly colored triangular chips. This reduces the amount of information the consumer needs to process, allowing them to quickly understand and make a purchase decision.

2. Fitts's Law:

• Fitts's Law involves the size and distance of targets. The main information and images on the packaging are large and easy to recognize. The brand logo and flavor image occupy the primary space on the packaging, making it easy for consumers to quickly find and recognize these key elements.

3. Color Psychology:

• The black background of the packaging makes the orange and white brand logo stand out. Orange is generally considered a color of energy and excitement, which can stimulate appetite. This color scheme not only grabs attention but also evokes excitement in consumers.

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Common Region : On the left is the cookie area and on the right is the chocolate sauce area.

Peak-end Rule : When you eat the last cookie, you will get the most chocolate sauce, improves the reflective experience

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Zeigarnik Effect

I think Kinder Joy utilizes the Zeigarnik Effect well. This effect talks about how people tend to remember incomplete or interrupted tasks better than completed ones. Here, the toy assembly aspect of Kinder Joy plays the role of the incompleted task and it is works effectively on their target market, which is children with the age group of 4 to 12. The excitement and satisfaction of discovering and assembling a new toy creates a engaging experience that encourages repeat purchases.

Jacob’s Law

This series of Kinder Joy is divided into two version, the pink one which contains toys for girls and the blue one that contains toys for boys. Kinder Joy uses the two colors that are the common symbolization of the two gender, hence buyer wouldn’t be confused.

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1. Affordance: the gap not only make you open package easily but also implied where to open

2. Signature: the dotted line and scissor icon tell user to tear it off

3. color: similar to its flavor

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halo effect

It is the product which is about the idol I like. Although it is not useful at all,I buy it because of the idol.

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Color—red, yellow, orange are known as vibrant colors, which makes people think of the sweetness of candy

Aesthetic-Usability Effect—not many candy has metal package, which makes people feel fresh and want to buy (though it’s hard to open haha)

Law of Common Region—names of brand and product are all put above the red line, which easier to read and notice