Date of Award

8-2012

Document Type

Thesis

Degree Name

Master of Science (MS)

Legacy Department

Packaging Science

Advisor

Hurley, Rupert A

Committee Member

Leininger , John

Committee Member

Thomas , Ronald

Abstract

Through the use of a preference test, the proper point size of display text on a package was evaluated in relation to a package's proportions. The test involved the examination of packaging images displaying the product or brand name in various point sizes by 150 participants who were then asked to choose the option they most preferred. The participants were then provided with a post-survey intended to gather additional information regarding potential preference motives.
The primary purpose of this study was to determine the most preferred display type size of a package based on its relationship with the package's proportions. It was hypothesized that this proportion would be related to the golden ratio, a ratio of about 2⁄3 that has been found to be the most aesthetic proportion throughout nature and human history. The results of the study revealed that the preferred ratio was actually greater than the golden ratio, equaling 10⁄12ths of the package's width. These results were found to be further influenced by the participant's gender and the packaging structure on which the display type is applied. These findings make way for future research within this area of typographic design.

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