Package images modulate flavors in memory: Incidental learning of fruit juice flavors

Package Graphic Design: Investigating the Variables that Moderate Consumer Response to Atypical Designs

“…Several studies have shown that the visual aspect of a package is a source of inference for the consumer. Therefore, a change in the package design may change the consumer expectations regarding product taste or level of quality (Ares et al., ; Becker, van Rompay, Schifferstein, and Galetzka, ; Mizutani et al., ; Rebollar, Lidóna, Serranoa, Martín, and Fernández, ; Sester, Dacremont, Deroye, and Valentin, ; Smets and Overbeeke, ; Westerman et al., ). Such changes are also likely to modify the perception of the brand personality or image (Orth and Malkewitz, ; Pantin Sohier, ).…”

Emotional responses to branded and unbranded foods

“…Packages, as a result of their own sensory properties (colours, shapes, etc. ), can significantly contribute to build expectations towards the product, influencing liking and sensory perception (Ares & Deliza, 2010;Becker, van Rompay, Schifferstein, & Galetzka, 2011;Carrillo, Varela, & Fiszman, 2012;Delgado, Gomez-Rico, & Guinard, 2013;Labbe, Pineau, & Martin, 2013;Lange, Issanchou, & Combris, 2000;Mizutani et al, 2012;Piqueras-Fiszman, & Spence, 2012 (Ng et al, 2013b). Furthermore packages can shape expectations since they are an expression of the branding.…”

Emotional responses towards food packaging: A joint application of self-report and physiological measures of emotion

“…The first stream approaches packaging as a set of individual elements, such as colours, imagery, shapes, sizes and typefaces (Silayoi & Speece, 2004;Underwood, 2003). Consumers are thought to evaluate each individual packaging element separately, which in turn affects their overall response towards packaging or evaluations towards the product (Becker et al, 2011;Mizutani et al, 2012). The second stream views packaging as a bundle of elements that are blended into a holistic design (Orth & Malkewitz, 2008).…”

“…Apart from its functional properties, packaging conveys relevant product information (Orth, Campana, & Malkewitz, 2010;Simms & Trott, 2010), influences consumers' perceptions and evaluations about a product (Ampuero & Vila, 2006;Ares & Deliza, 2010;Becker, van Rompay, Schifferstein, & Galetzka, 2011;Mizutani et al, 2012;Orth & Malkewitz, 2008), and has an impact on consumers' preferences and choice (Silayoi & Speece, 2007). Packaging also has an important role in influencing in-store purchase decisions (Deng & Srinivasan, 2013;Simms & Trott, 2010), especially for food products where purchase decisions are characterised by low involvement and impulsive processes (Underwood, 2003).…”