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

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.