The design of consumer packaging: Effects of manipulations of shape, orientation, and alignment of graphical forms on consumers’ assessments

Westerman, S. J.; Sutherland, Ed; Gardner, Peter; Baig, Noorie; Critchley, Christine; Hickey, Clayton; Mehigan, S.; Solway, Alec; Zervos, Z.

doi:10.1016/j.foodqual.2012.05.007

Cited by 97 publications

(77 citation statements)

References 48 publications

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“…In a way consistent with our f indings about packaging format, Bar & Neta (2006) and Westerman et al (2013) found that consumers preferred curved shapes for the packaging of different food products, such as chocolate and water. Furthermore, Berkowitz (1987) also stated the higher preference for rounded slices vs. rectangular slices that was indicated by the attendants to our focus groups.…”

Section: Discussionsupporting

confidence: 85%

“…Bone & France (2001) also suggested that the graphical component of a food label (colour and image) could signif icantly influence the beliefs and purchasing intentions of the consumers, while Mizutani et al (2010) presented similar findings for juice packages. Therefore, graphics on packaging have the potential to influence consumers' product-related attitudes and behaviors (Westerman et al, 2013).…”

Section: Discussionmentioning

confidence: 99%

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An insight into the influence of packaging and presentation format on consumer purchasing attitudes towards cheese: a qualitative study

Eldesouky

Mesías

2014

Span. j. agric. res.

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Using packaging and presentation format to appeal to consumers and to communicate product benefits directly on the shelf is a competitive advantage in the food industry. Both packaging and presentation format can attract consumers' attention and influence their perceptions and purchasing decisions. Therefore, the objective of this study is to obtain a preliminary insight into the main attributes and factors that most affect consumers' purchase decisions regarding presentation and packaging of cheese products. To achieve this goal, we have used the focus group technique, because of its considerable potential as a mean to collect qualitative data within consumer research. The results showed that price, product quality, packaging, origin and brand are decisive factors in the purchase decision of food products. Although packaging and presentation of food have potential influence on the consumer's choice and purchase, packaging colour and design are the most attractive factors during the purchase process. Thus, packaging format and colour may influence consumers prior to the purchase. These stimuli can be decisive when buying cheese and may also help producers to communicate the differentiation of their products to consumers.Additional key words: qualitative research; focus group; food packaging.

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Section: Discussionsupporting

confidence: 85%

Section: Discussionmentioning

confidence: 99%

An insight into the influence of packaging and presentation format on consumer purchasing attitudes towards cheese: a qualitative study

Eldesouky

Mesías

2014

Span. j. agric. res.

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“…Here, one might already think of the angular bottle and label shape used on the Listerine bottle versus the rounded bottle and label used for Scope, both brands of mouthwash [75]. What is certainly clear is that there is growing interest in this area from academic researchers [76][77][78].…”

Section: Discussionmentioning

confidence: 99%

Assessing the shape symbolism of the taste, flavour, and texture of foods and beverages

Spence

Ngo

2012

Flavour

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Consumers reliably match a variety of tastes (bitterness, sweetness, and sourness), oral-somatosensory attributes (carbonation, oral texture, and mouth-feel), and flavours to abstract shapes varying in their angularity. For example, they typically match more rounded forms such as circles with sweet tastes and more angular shapes such as triangles and stars with bitter and/or carbonated foods and beverages. Here, we suggest that such shape symbolic associations could be, and in some cases already are being, incorporated into the labelling and/or packaging of food and beverage products in order to subconsciously set up specific sensory expectations in the minds of consumers. Given that consumers normally prefer those food and beverage products that meet their sensory expectations, as compared to those that give rise to a 'disconfirmation of expectation', we believe that the targeted use of such shape symbolism may provide a means for companies to gain a competitive advantage in the marketplace. Here, we review the latest research documenting a variety of examples of shape symbolism in the food and beverage sector. We also highlight a number of the explanations for such effects that have been put forward over the years. Finally, we summarise the latest evidence demonstrating that the shapes a consumer sees on the label and even the shape of the packaging in which the product is served can all impact on a consumer's sensory-discriminative and hedonic responses to food and beverage products.

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“…Westerman et al (2013) concluded that there is a preference for packaging shape angularity, orientation, and left-right alignment. In addition, consumers are more concern about nutrition information when they intend to choose products; gender has been identified as an important determinant of nutrition information interest and usage (Visschers et al, 2013;Miklavec, 2016).…”

Section: Packagingmentioning

confidence: 99%

Consumer attitudes toward new pasta products in Iran market: A qualitative and quantitative study

Aghaei¹,

Naeini²

2018

10.5267/j.msl

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Developed food production lines recently have built factories for novel products to find a position in the market faster, although innovation is still expensive and risky. This study focuses on contributors who persuade consumers to purchase new pasta products in Tehran, and tries to determine the correlation among the criteria. This is conducted from the market experts' view points along with a blend of grounded theory and DEMATEL. The results indicate that quality, price, packaging, promotion, phantasm and place parameters enhance new pasta pictures on customers' buying decision making. According to experts, quality and price are the most influential factors and promotion and phantasm are completely ineffective. In addition, cultural parameters, especially local recipes as well as customers' palate are important in this process.

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The design of consumer packaging: Effects of manipulations of shape, orientation, and alignment of graphical forms on consumers’ assessments

Cited by 97 publications

References 48 publications

An insight into the influence of packaging and presentation format on consumer purchasing attitudes towards cheese: a qualitative study

An insight into the influence of packaging and presentation format on consumer purchasing attitudes towards cheese: a qualitative study

Assessing the shape symbolism of the taste, flavour, and texture of foods and beverages

Consumer attitudes toward new pasta products in Iran market: A qualitative and quantitative study

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