Α path to our heart: Visual metaphors and “white” space in advertising aesthetic pleasure

Margariti, Kostoula; Hatzithomas, Leonidas; Boutsouki, Christina; Zotos, Yorgos

doi:10.1080/02650487.2021.1914446

Cited by 20 publications

(9 citation statements)

References 77 publications

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“…A 2 (organic vs. conventional product) × 2 (extended vs. limited "white" space) experiment was conducted to examine hypotheses HypothesesH1-6. The experimental design was based on the definitions and settings of prior studies on organic food products [17] and "white" space [30,32]. A professional graphic designer developed a new packaging for an orange juice, with a fictitious brand name (Juicy Drink), in order to enhance external validity [108].…”

Section: Methodology 421 Experimental Stimulimentioning

confidence: 99%

“…In the context of aesthetic design, "white" space, a design quality of minimalism that originates from the 20th century architecture and arts, signifies design simplicity and parsimony [64]. "White" space as a rhetorical design element has attracted widespread attention in advertising field, according to which despite its apparent simplicity and modesty, it doesn't come with zero meanings, rather it can indirectly communicate its own messages and attribute its values tothe advertised brand [30,31]. Pracejus, Olsen and O'Guinn (2006) [32] demonstrate that "white" space signals timelessness, high quality, high aesthetics, trustworthiness and elegance.…”

Section: "White" Space and Design Simplicitymentioning

confidence: 99%

“…Organic products were classified into those belonging in the food and beverages category and those not. The presence or the absence of an extended, monochrome and in shades of gray "white" space [30] was recorded. Two independent coders (a male and a female), trained on the task over a 72-packages sample, analyzed all organic products' packaging.…”

Section: Coding Scheme and Proceduresmentioning

confidence: 99%

“…"White" (or otherwise called negative or blank) space represents one of the most significant design elements of minimalism [30][31][32] that enhances perceived trustworthiness and quality of the brand and leads to favorable Abr and PI. Chim and Blebea (2013) [29] note that there are associations between the use of "white" space, as a minimal design element, and sustainable design aesthetics, since "white" space liberates the stimulus from too much information and excessiveness.…”

Section: Introductionmentioning

confidence: 99%

“…To the best of the author's knowledge, this is the first attempt to content analyze packaging of organic products in the context of a minimalist layout. A significant body of research has already examined the impact of organic food products on consumers' attitude and behavior [35,36] and the effectiveness of "white" space in advertising context [30,31], as two distinct elements. In the prism of an all-inclusive approach, the present paper seeks to unveil if and to what extent these two elements coexist in the business world.…”

Section: Introductionmentioning

confidence: 99%

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“White” Space and Organic Claims on Food Packaging: Communicating Sustainability Values and Affecting Young Adults’ Attitudes and Purchase Intentions

Margariti

2021

Sustainability

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The development of organic food products has proliferated over the past few decades, alongside the use of “white” space on products’ packaging as an element that communicates quality and sustainability values. Despite a growing interest towards green products, sustainable business practices and aesthetics, there is not enough evidence on how specific design elements (i.e., “white” space) of organic food packaging could affect consumers’ brand perceptions, attitude towards the brand (Abr) and purchase intentions (PI). The present study seeks to unveil the role of “white” space as a packaging design element on the effectiveness of organic food products. Based on a content analysis of 406 international packaging designs it establishes the widespread coexistence of organic products with extended, in shades of gray “white” space. A between-subjects experiment with 305 young adults builds on the associations between “white” space and sustainability, and provides evidence on the proposed serial mediation model with perceived naturalness, quality and trustworthiness, and Abr as mediators in the relationship between organic food products and PI, especially when the packaging uses extended “white” space. Pertinent managerial implications with respect to effective packaging design that promotes sustainability values and generates positive attitudes and behaviors towards organic foods are underlined.

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Section: Methodology 421 Experimental Stimulimentioning

confidence: 99%

Section: "White" Space and Design Simplicitymentioning

confidence: 99%

Section: Coding Scheme and Proceduresmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

“White” Space and Organic Claims on Food Packaging: Communicating Sustainability Values and Affecting Young Adults’ Attitudes and Purchase Intentions

Margariti

2021

Sustainability

Self Cite

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Simpler is greener: The impact of packaging visual complexity on products' eco‐friendliness perception

Wang,

Chen,

et al. 2024

Psychology and Marketing

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Consumers increasingly value eco‐friendly attributes of products. Packaging serves as a medium through which consumers perceive product attributes and products convey information. However, research on the impact of packaging visual complexity on a product's perceived eco‐friendliness has not been thoroughly examined. Four studies were conducted based on visual complexity metaphor theory to examine the impact of packaging visual complexity on the eco‐friendliness perception of products. The study also investigated the mediating role of naturalness and durability perception as well as the moderating effect of external environmental threats. The results indicate that the visual complexity of packaging directly or indirectly (through perceptions of naturalness and durability) affects the eco‐friendliness perception of products. Furthermore, under high environmental threats, consumers exhibit a stronger eco‐friendly perception and purchase intention towards products with simple packaging. Eco‐friendliness perception mediates the relationship between packaging visual complexity and purchase intentions. This study contributes to the literature on visual complexity metaphors and eco‐friendly packaging and complements our knowledge of how visual packaging characteristics influence the perception of product attributes. The results provide valuable insights for marketing managers on how to use the visual complexity of packaging design to effectively convey product information.

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The Integration of Artificial Intelligence and Video Production Skills in Workplace Development: A Study from the Perspective of Vocational Training

Yen,

Yang

2024

Rev Socionetwork Strat

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Α path to our heart: Visual metaphors and “white” space in advertising aesthetic pleasure

Cited by 20 publications

References 77 publications

“White” Space and Organic Claims on Food Packaging: Communicating Sustainability Values and Affecting Young Adults’ Attitudes and Purchase Intentions

“White” Space and Organic Claims on Food Packaging: Communicating Sustainability Values and Affecting Young Adults’ Attitudes and Purchase Intentions

Simpler is greener: The impact of packaging visual complexity on products' eco‐friendliness perception

The Integration of Artificial Intelligence and Video Production Skills in Workplace Development: A Study from the Perspective of Vocational Training

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