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ansmission of positioning through advertising, packaging allows positioning to be transferred live. As it accompanies products, packaging lives in the home and potentially becomes an intimate part of the consumer's life constituting a type of life experience between the consumer and the brand (Lindsay, 1997).

2.5 ) Packaging: the silent salesman

From the consumer perspective, packaging also plays a major role when products are purchased: packaging is crucial, given that it is the first thing that the public sees before making the final decision to buy (Vidales Giovannetti, 1995). This has increased with the popularisation of self-service sales systems which have caused packaging to move to the task of attracting attention and causing a purchase. In the past, it had remained behind the counter and only the sales attendant were the link between the consumer and the product (Cervera Fantoni, 2003). According to Sonsino (1990), self-service has taken the role of communicating and selling to the customer from the sales assistant to advertising and to packaging. This is why packaging has been called the 'silent salesman', as it communicates us of the qualities and benefits that we are going to obtain if we were to consume certain products (Vidales Giovannetti, 1995). Nowadays, packaging provides manufacturers with the last opportunity to influence possible buyers before brand selection (McDaniel and Baker, 1977). In this way we can say that all the packaging elements, including texts, colours, structure, images and people/personalities have to be combined to provide the consumer with visual sales negotiation when purchasing the product (McNeal and Ji, 2003). According toClive Nancarrow et al. (1998) : nine out of ten purchasers, at least occasionally, buy on impulse and unplanned shopping articles can account for up to 51 per cent of purchases ( Phillips and Bradshaw, 1993).

2.6 Packaging as an advertising tool

Consumers are bombarded with about 3600 selling messages a day (Rumbo 2002). Yet, because of technology allowing TV watchers to omit commercials and declining advertising budgets, there has been an emphasis on influencing the consumer at the store shelf (Furness 2003). For many products, such as seasonal items, packaging design has acquired the responsibility of advertising ( often being the only advertising the product will receive) and has evolved into the “ silent salesman” (Furness 2003; Rettie and Brewer 2000)

It is estimated that between 73% and 85%of purchase decisions are made at this point and the packaging design must play a key role because it is often the only factor that differentiates two products on a shelf ( Sutton and Whelan 2004; Wallace 2001; Buxton 2000; Rettie and Brewer 2000).

With a new reliance on packaging design to persuade consumers at the shelf, it is important for packaging design to be studied academically as an influence on consumer behaviour.

Research in this area of consumer response to packaging design is being encouraged to assist with increased product sales and increased benefits to the integrated marketing communications (IMC) mix (Tobolski 1994). IMC refers to the channels (advertising, packaging, pe本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。