product packaging design
3350222
Packaging colour research by tobacco companies: the pack as a product characteristic
Background Tobacco companies use colour on cigarette packaging and labelling to communicate brand imagery, diminish health concerns, and as a replacement for prohibited descriptive words 'light' and 'mild' to make misleading claims about reduced risks. Methods We analysed previously secret tobacco industry documents to identify additional ways in which cigarette companies tested and manipulated pack colours to affect consumers' perceptions of the cigarettes' flavour and strength. Results Cigarette companies' approach to package design is based on 'sensation transference' in which consumers transfer sensations they derive from the packaging to the product itself. Companies manipulate consumers' perceptions of the taste and strength of cigarettes by changing the colour of the packaging. For example, even without changes to the tobacco blends, flavourings or additives, consumers perceive the taste of cigarettes in packages with red and darker colours to be fuller flavoured and stronger, and cigarettes in packs with more white and lighter colours are perceived to taste lighter and be less harmful. Conclusions Companies use pack colours to manipulate consumers' perceptions of the taste, strength and health impacts of the cigarettes inside the packs, thereby altering their characteristics and effectively creating new products. In countries that do not require standardised packaging, regulators should consider colour equivalently to other changes in cigarette characteristics (eg, physical characteristics, ingredients, additives and flavourings) when making determinations about whether or not to permit new products on the market.
Tobacco Control
Lauren Kass Lempert Stanton A Glantz
205279042
The Impact of Cigarette Packaging Design Among Young Females in Canada: Findings From a Discrete Choice Experiment.
INTRODUCTION The tobacco industry uses various aspects of cigarette packaging design to market to specific groups. The current study examined the relative importance of five cigarette packaging attributes pack structure (eg, "slims" brand, branding, warning label size, and price on perceptions of product taste, harm, and interest in trying, among young females in Canada. METHODS A discrete choice experiment was conducted with smoking and nonsmoking females, aged 16 to 24 (N 448) Respondents were shown 10 choice sets, each containing four packs with different combinations of the attributes: pack structure (slim, lipstick, booklet, traditional) brand "Vogue," "du Maurier" branding (branded, plain) warning label size (50% 75% and price $8.45, $10.45) For each choice set, respondents chose the brand that they: (1) would rather try, (2) would taste better, and (3) would be less harmful, or "none." For each outcome, the attributes' impact on consumer choice was analyzed using a multinomial logit model. RESULTS The multinomial logit analyses revealed that young females weighted pack structure to be most important to their intention to try (46% judgment of product taste (52% and judgment of product harm (48% Price and branding were weighted important in trial intent decisions (23% and 18% respectively) and product taste judgments (29% and 15% respectively) Whereas warning label size and brand were weighted important when judging product harm (23% and 17% respectively) CONCLUSION The findings suggest that standardized cigarette packaging may decrease demand and reduce misleading perceptions about product harm among young females.
Nicotine tobacco research official journal of the Society for Research on Nicotine and Tobacco
Kathy Kotnowski Geoffrey T Fong Karine Gallopel-Morvan Towhidul Islam David Hammond
141977126
Atypical food packaging affects the persuasive impact of product claims
Atypical food packaging draws attention in the retail environment, and therefore increases product salience. However, until now, no research has focused on how atypical packaging affects the persuasive impact of other food information. In the present study, we propose that atypical packaging enhances processing of product information, affecting product claim recall and product evaluation in turn. Specifically, we argue that atypical packaging may have detrimental consequences for the evaluation of food products that are presented with so called weak product claims. Participants (N 102) were presented with an online shopping environment, showing a food product with either a typical or an atypical package, and product claims that were either weak or strong. Results showed that atypical shaped packaging design enhanced cognitive processing, which in turn decreased the persuasive impact of weak claims on willingness to pay, and increased the persuasive impact of strong product claims on quality judgment. Furthermore, product knowledge improved when packaging design was atypical, through increased processing.
Iris van Ooijen Marieke L Fransen Peeter W J Verlegh Edith G Smit
168056567
The effect of age, gender and level of education on the consumer's expectations towards dairy product packaging
Purpose The purpose of this paper is to have two main research goals: to identify and analyse the elements of dairy product packaging which influence customer purchase decisions, according to these elements' compliance with their expectations; and to analyse the relations between final customers' expectations towards elements of dairy product packaging and their three chosen demographic characteristics including age, gender and level of education. Design/methodology/approach The paper is theoretical and empirical in nature. In the theoretical part, the cognitive critical analysis of the world's literature on marketing and marketing management was applied. In the empirical part the following research methods were used: questionnaire survey for gathering primary data and statistical analysis (factor analysis and the Kruskal Wallis independence test) for the analysis of the primary data and for statistical reasoning, which formed the basis for the final conclusions. Findings On the basis of the researc.
Agnieszka Izabela Baruk Anna Iwanicka
117436394
Inforgraphic Application in Product Packaging Design
Huang Ting
114981093
Multisensory Packaging Design: Color, Shape, Texture, Sound, and Smell
The visual aspects of packaging design (think here of color and form, or image mold) are critical to the success or failure of many of the products on the supermarket shelf. While a large body of research has detailed the meaning and impact of packaging color, the haptic (or tactile) auditory, and olfactory attributes of packaging design have to date received far less attention from researchers. In this review, the literature on multisensory food and beverage packaging is critically evaluated, with a focus on the contributions of the various senses to the consumer's overall multisensory product experience. Evidence is reviewed concerning how the color (not to mention the other sensory cues) associated with product packaging can capture the shopper's attention on shelf, while at the same time signaling the likely flavor of the contents. What is more, the multisensory attributes of the packaging can influence the consumer's perception of the taste/flavor of the contents. Given the lower costs of production/development, together with the growing awareness of its importance, interest in the multisensory attributes of product packaging is only likely to increase in the years to come.
Charles Spence
130105571
Sustainable Design of Packaging Materials
The development and production of products in a more sustainable way has received special attention in recent years. In particular, packaging products range from single materials with simple designs as well as complex ones that include different materials (cardboard, woody boards, paper, plastics, etc. A comprehensive assessment of the environmental impacts of a product's life cycle comprises functions from the extraction of raw materials to waste management and disposal (i.e. the life cycle assessment perspective) Thus, the knowledge of the environmental impacts of packaging products used in a specific production sector is a factor of major importance not only with the aim of improving the environmental performance of products and/or processes but also to fulfill the requirements of the ecological/green products market. One of the most valid tools to assess and reduce the inherent environmental burdens associated with products is ecodesign or Design for the Environment (DfE) This methodology consists of applying environmental criteria to the development of a product and implies a change of how we regard that product. The assessment of environmental improvement of the product's entire life cycle is also considered for a comprehensive analysis. To demonstrate the application of DfE in the ecodesign of packaging products, a wooden storage box was assessed. Different types of materials, such as timber, plywood, engineered woods, plastics, brads, hoods, and/or staples, can be considered in the manufacture process. This type of box is often used for packaging when mechanical resistance is required for heavy loads, long term warehousing, or adequate rigidity. Moreover, when such a box is used in the food sector, its production chain must include fitosanitary thermal treatment. According to the assessment by means of DfE methodology, the relevance of the raw materials chosen, as well as their origin, can greatly influence the associated environmental burdens, which can also be confirmed quantitatively by LCA. Thus, a correct methodological adaptation of the concept of "eco briefing" as a tool for communication among environmental technicians and designers, includes the simplification of the analytical tool used and the application of the life cycle assessment methodology, which facilitates the environmental analysis, are required to obtain new formats of packaging materials designed within a sustainable perspective.
Sara Gonzalez-Garcia Esther Sanye-Mengual Pere Llorach-Masana Gumersindo Feijoo Xavier Gabarrell Joan Rieradevall Maria Teresa Moreira
142475062
Evaluating the orientation of design elements in product packaging using an online orientation task
Abstract We present a novel experimental paradigm designed to enable graphic designers and marketers to assess the response of consumers to changes in the orientation of various design elements (e.g. food images) on product packaging. In Experiment 1, participants (n 305) rotated one of the visual elements on commercial examples of product packaging (three examples taken from the dried pasta category and one from the wine aisle) In Experiment 2, we assessed how much participants (n 301) would be willing to pay for stimuli oriented in a more versus less preferred orientation. The results of Experiment 1 revealed that participants have distinct, systematic, preferences when it comes to the orientation that specific stimuli should be presented at on product packaging. In certain cases, multiple preferences were observed in the data, while in others, the participants tended to agree on a single preferred orientation. Interestingly, these preferences do not always align with the orientation of the image as it currently appears on the supermarket shelf. Intriguingly, in Experiment 2, the preferred orientation did not always elicit the highest willingness to pay. These results therefore highlight the complex relationship that exists between liking and willingness to pay, and raise a number of questions concerning the role of orientation in visual aesthetics, preference, and perceived value. Importantly, the orientation task is presented here as a potentially helpful new tool for assessing visual aesthetics and preference for product packaging.
Carlos Velasco Andy Woods Charles Spence
106951309
Factors affecting consumers' choices concerning sustainable packaging during product purchase and recycling
Abstract The interest in sustainable (environmentally friendly) packaging has started to increase in comparison with regular packaging. To date, research has focused on how to increase the sustainability of packaging through the use of eco design tools, and there has been only limited investigation of the relationship between sustainable packaging and consumer behavior during the purchase and recycling stages of the packaging life cycle. The present study examines the factors that influence consumers' product purchasing behavior and their recycling behavior with respect to sustainable packaging. Data from an online survey of 215 respondents in Portugal was used to test several hypotheses by comparing two groups of consumers: one group that places importance on environmentally friendly packaging and another that regards such packaging as unimportant in product purchase decisions. The results obtained show that gender, environmental awareness, concerns about societal opinions, a positive attitude towards green purchasing, and the perception of consumer actions are factors that differentiate the two groups of consumers. The findings should prove of use to public decision makers, companies producing packaging, and marketers. However, features such as price are still needed to alter the behavior of consumers with respect to encouraging the use of sustainable packaging. In the near future, the study should be spread to a national scale to extend the findings of the present study, and to explore further aspects of consumer pro environmental behavior with respect to sustainable packaging, including how the relationship between product and packaging may influence consumer behavior.
Graca Martinho Ana Pires Goncalo Portela Miguel Fonseca
39180978
Design and Communication of Ecological Content on Sustainable Packaging in Young Consumers' Opinions
ABSTRACT Many companies today have noticed the growing sensitivity of consumers to social problems, reflected by their interest in environmental concerns (e.g. the use of sustainable packaging materials that are eco friendly and safe for consumers and the environment) Producers seek, often based on intuition rather than knowledge, eco arguments for their packaging to affect the perceptions of buyers and to influence their behavior. Creating an effective design and content for environmental messaging on sustainable packaging may be a significant element in building a competitive advantage for both product and brand. Therefore, the main objective of this article will be to answer the following questions: What content do consumers expect for ecological messages on packaging? Which attributes of sustainable packaging have a positive impact on consumer behavior? In what ways are consumers' purchasing intentions based on sustainable packaging? To answer these questions, the results of research conducted among Polish and French students will be presented.
Ewa Jerzyk