Light as a feather: Effects of packaging imagery on sensory product impressions and brand evaluation

Thomas Johannes Lucas van Rompay, M.L. Fransen, Bianca G.D. Borgelink

Research output: Contribution to journalArticleAcademicpeer-review

24 Citations (Scopus)
144 Downloads (Pure)

Abstract

Inspired by the increasing importance of packaging design for product and brand management, this study tests effects of movement visuals and location of imagery on sensorial product impressions. Participants were exposed to a packaging variant for a fictitious brand of washing powder. Subsequently, they smelled packaging contents, estimated package weight, and evaluated product and brand. Findings show that movement visuals connoting upward (versus downward) movement resulted in the experience of a less concentrated smell, but only when presented in the top-left region of the package. Furthermore, imagery located in the top-left (versus bottom-right) region induced lower estimates of package weight. Additionally, findings show that location and movement visuals impact brand image formation and consumer preference
Original languageEnglish
Pages (from-to)397-407
JournalMarketing letters
Volume25
Issue number4
DOIs
Publication statusPublished - 29 Aug 2014

Keywords

  • METIS-297234
  • IR-86957

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