“The Packaging Is Very Inviting and Makes Smokers Feel Like They’re More Safe”: The Meanings of Natural American Spirit Cigarette Pack Design to Adult Smokers

Abstract

Background/Aims-The aim of this investigation was to identify which design elements on Natural American Spirit packs are salient to (i.e., noticed by) U.S. adult smokers and what meanings smokers derive from these elements. Methods-We conducted a secondary analysis of qualitative data from a study of cigarette packaging design. U.S. adult smokers (n=33) from all nine census regions participated in six telephone-based focus groups in March 2017. We used constant comparison analysis to identify key themes. Results-Four themes were identified, two focused on salient design elements and two focused on design element meanings. The themes of "bright and flashy color" and "the American Indian logo" were identified as key design elements, while the themes of "healthy and safer" and "targeting at-risk smokers" were identified as meanings smokers derived from design elements. Conclusions-Pack design elements influence smokers' perceptions about reduced health risk of Natural American Spirit cigarettes and may be especially dangerous to vulnerable populations, including young adults and American Indians. Findings from this study suggest that the banning of text descriptors may not be enough to address misconceptions about "healthier" cigarettes.

Assessing cigarette packaging and labelling policy effects on early adolescents: results from a discrete choice experiment

“…Packaging size, shape, graphic design and use of descriptive terms can all influence consumer perceptions of a particular cigarette product, 2 3 19 51-54 and they may increase the appeal of smoking for youth and vulnerable groups. [55][56][57][58][59] To reduce the effectiveness of packaging as a promotional vehicle, a number of countries have introduced 'plain' packaging that bans the use of colours and symbols, while standardising the font type and size across all products. This policy was supported by evidence that youth perceive plain packages as less appealing than branded packs, have more negative expectations of cigarette taste and are less likely to have false beliefs about some brands being less harmful than others.…”

Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model

“…In general, colour can shape consumer perceptions of areas such as brand personality, familiarity, and likability, and thereby impact their purchase intent . This was emphasized by Epperson et al who found that consumers were often attracted to products that have unique, bright, and eye‐catching colours. Ribeiro et al found that most consumers prefer glass packaged products to plastic ones.…”

“…Therefore, a selection of appropriate designs is important. However, Epperson et al pointed out the dangers associated with the trend of the preference for organic and natural products. In their study, they found that “organic” and “natural” labels may deceive consumers into thinking that products that have previously been established as risky to health suddenly become less risky and the best out of the other alternatives.…”

“…Traditional qualitative methods such as focus groups and interviews have proven to be a reliable source of information since they facilitate consumers being engaged in the decisions made during the package creation process. They can help explain the purposeful behaviors of individuals, which include understanding how and why a specific product perception is formed, the impact on consumers' purchasing attitudes, and product choice . However, the use of traditional qualitative methods for acquiring information related to consumers' preferences for one product or another is not without contention.…”

Attitudinal Spillover from Misleading Natural Cigarette Marketing: An Experiment Examining Current and Former Smokers’ Support for Tobacco Industry Regulation

“…For instance, research has shown that packaging color, a “healthier” look and an organic label influence perceptions of food healthfulness, and such perceptions can extend to other types of organic products [17,18,19]. Research regarding natural cigarettes has tied the use of the word “natural” in ads or on packs to misbeliefs, as packs labeled natural, organic or additive-free are erroneously perceived as less harmful [9,10,20,21], especially among vulnerable groups including youth [22,23]. Analysis of NAS marketing has further supported these findings [24,25,26], showing that implicitly communicated misperceptions about NAS healthfulness influence intentions to use NAS [8,27].…”