Making a big splash: packaging imagery with implied motion enhances product liking through design appeal and naturalness perception
Iván Lidón López,
Ignacio Gil-Pérez,
Rubén Rebollar
et al.
Abstract:PurposeThis paper aims to investigate how implying movement in food packaging imagery may affect product liking. Furthermore, the underlying mechanism is investigated by studying the effect of implied motion visuals on design appeal and naturalness perception.Design/methodology/approachTwo packages of pineapple juice were designed in which the implied motion depicted in their imagery was manipulated, and a tasting experiment was conducted in which two samples of the same juice were evaluated.FindingsThe result… Show more
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