"The only way is up": Location and movement in product packaging as predictors of sensorial impressions and brand identity

Thomas J.L. van Rompay, M.L. Fransen, B. Borgelink

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

Abstract

Based on embodiment research linking visual-spatial design parameters to symbolic meaning portrayal, this study investigates to what extent location of imagery on product packaging and visual devices portraying movement (i.e., an arrow indicating movement along an upward-headed or downward-headed trajectory) affect smell and weight impressions. To this end, participants watched, smelled and assessed product volume of a package for a fictitious brand of washing powder. Findings show that imagery located in the top-left (versus bottom-right) region of the package resulted in the perception of a light-weight (versus heavy-weight) package. Movement visuals connoting upward (versus downward) movement resulted in the experience of a less heavy-scented smell, but only in combination with imagery presented in the upper part of the package. In addition, brand identity impressions, package evaluations, and purchase intentions were assessed. With respect to these measures, location of imagery was most influential, with an upper location positively affecting consumer evaluations.
Original languageEnglish
Title of host publicationProceedings 8th International Conference on Design & Emotion
EditorsJ. Brassett, J. McDonnell, M. Malpass, P.P.M. Hekkert, G.D.S. Ludden
Place of PublicationLondon, UK
PublisherCentral Saint Martins & The Design & Emotion society
ISBN (Print)9780957071926
Publication statusPublished - 11 Sep 2012
Event8th International Conference on Design & Emotion 2012 - London, United Kingdom
Duration: 11 Sep 201214 Sep 2012
Conference number: 8

Conference

Conference8th International Conference on Design & Emotion 2012
CountryUnited Kingdom
CityLondon
Period11/09/1214/09/12

Keywords

  • METIS-292166
  • IR-83974

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