精油產品應用優雅的包裝戰略年。然而，年齡在18-25破獲的迫切需要，舊的包裝設計可能不會在這個新的客戶細分工作之間的年輕一代不斷增強的購物潛力。這項研究是這樣設計的，以證明有關的色彩和視覺敘事與消費者的決策過程中品牌人物美學包裝設計的影響。該研究模型的提出，接觸到可愛的美學包裝喚起的判斷和情緒會引起姿態走向特色品牌，從而確定消費者的行為意圖。通過進行2（橙色對比色藍色）×2（非講故事與講故事）試驗性治療，這項研究經驗表明，在面對可愛的包裝設計，消費者的情緒反應支配他們的決策，從而導致更高的產品估值，品牌態度和支付意願。即使兩個測試顏色均被首選，多樣化的講故事的方法，發現顯著改變消費者的情緒反應。更具體而言，調查結果顯示，藍/評書增強消費者的反應最顯著。本研究附加值的學術和實踐領域，因為有這樣一個話題有限的研究。管理意義進行了相應的建議。

Essential oil products apply the elegant package strategy for years. However, the increasing shopping potential of young generation aged between 18-25 uncovered the urgent demand that the old package design might not work on this new customer segment. This research was thus designed to demonstrate the influence of aesthetical package design regarding colors and visual storytelling with brand characters on consumer’s decision making process. The research model proposed that exposure to cute aesthetics packaging evokes judgments and emotions would elicit attitude toward the featured brand, which in turn determined consumers’ behavioral intent. By conducting a 2(color orange vs. color blue) x2 (non storytelling vs. storytelling) experimental treatment, this study empirically revealed that, while facing the cute package design, consumers’ emotional responses dominate their decision making, leading to a higher product valuation, brand attitude and willingness to pay. Even though two test colors were both preferred, diverse storytelling method were found to significantly change consumers’ emotional responses. More specifically, findings indicated that blue/storytelling enhances consumers’ responses most significantly. This study added value to the academic and practical fields since there was limited studies on such a topic. Managerial implications were proposed accordingly.

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