Response to the Characters Used in Cosmetic Package Design and Purchase Intention of Consumers

2019 ◽  
Vol 34 (3) ◽  
pp. 25-46
Author(s):  
Nak Hwan Choi ◽  
Ah Young Lim ◽  
Xinyue Zhang
Keyword(s):  
Purchase Intention ◽  
Package Design

Symmetry influences packaging aesthetic evaluation and purchase intention

2018 ◽  
Vol 46 (11/12) ◽  
pp. 1026-1040 ◽  
Author(s):  
Arnaud Bigoin-Gagnan ◽  
Sophie Lacoste-Badie
Keyword(s):  
Mirror Symmetry ◽  
Purchase Intention ◽  
Visual Complexity ◽  
Vertical Axis ◽  
Positive Influence ◽  
Aesthetic Evaluation ◽  
Product Packaging ◽  
Content Type ◽  
Package Design ◽  
The Aesthetic

Purpose The purpose of this paper is to examine the influence of the symmetrical disposition of information items displayed on the front of product packaging on perceived complexity, perceptual fluency, aesthetic evaluation and product purchase intention. Design/methodology/approach A sample of 104 participants was exposed to fast-moving consumer goods packaging. A within-subject design experiment was carried out to assess the influence of the symmetrical disposition of information items displayed on the front of the packaging. ANOVA and a PROCESS procedure to assess mediation (Hayes, 2013) examined the relationships among the factors influenced by symmetry. Findings This study found that the symmetrical disposition of information items around the vertical axis (mirror symmetry) decreased visual complexity and highlighted an “indirect-only mediation” of visual complexity on the aesthetic evaluation of the packaging through processing fluency. This research also highlighted the fact that packaging aesthetic evaluation had a positive influence on purchase intention. Originality/value This study extends knowledge on package design by showing that the elements on which the producer can act (in this case, symmetry on the front of packaging) have an influence on the consumer’s evaluation of the product and intention to purchase.

Brand imitation strategy, package design and consumer response: what does it take to make a difference?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fei Qiao ◽  
William Glenn Griffin
Keyword(s):  
Purchase Intention ◽  
Content Type ◽  
Package Design ◽  
Design Elements ◽  
Main Effect ◽  
Gender Neutral ◽  
And Gender ◽  
Imitation Strategy ◽  
Visual Shape ◽  
Main Effects

Purpose This study aims to investigate the effectiveness of a brand imitation strategy for the package design of male-targeted, female-targeted and gender-neutral products. Design/methodology/approach Three (2 × 2 × 2) between-subjects factorial experiments were conducted with three independent variables, namely, visual shape, color and logo, each classified as relevant/divergent. The dependent variables were participants’ attitudes toward the brand, attitudes toward the product and purchase intention. Findings There were no significant main effects or interactions for the male-targeted product. The results for the female-targeted product revealed no significant main effect of visual shape, a significant main effect of color and significant two-way interactions between visual shape and color and between visual shape and logo. Significant main effects were found for visual shape and color for the gender-neutral product. Practical implications A color scheme similar to that of a leading brand in the same product category more powerfully influenced participants’ attitudes and purchase intention, while a more holistically similar design had greater impact than a less holistic design. Some “divergence” or distinctive design elements of the female-targeted product positively influenced participants’ attitudes and behavior. These findings suggest that a brand imitation strategy offers a means for competing in the marketplace, but should be used with caution. Originality/value A conceptual continuum of brand imitation is proposed, incorporating visual semiotics, creativity theory and gender differences in cognitive styles to provide a more systematic method for delineating brand imitation levels.

scholarly journals One color fits all: product category color norms and (a)typical package colors

2019 ◽  
Vol 14 (5) ◽  
pp. 1077-1099 ◽  
Author(s):  
Marion Garaus ◽  
Georgios Halkias
Keyword(s):  
Empirical Evidence ◽  
Purchase Intention ◽  
Consumer Preferences ◽  
Product Category ◽  
Theory And Practice ◽  
Affective Reactions ◽  
Negative Consequences ◽  
Package Design ◽  
Categorization Theory ◽  
Product Package

Abstract Despite the growing amount of research on different aspects of product package design, there is lack of empirical evidence with regard to how package color perceptions may influence consumer preferences. Based on categorization theory, the present paper explores responses to package colors that conform or do not conform to product category color norms. Results of two experiments show that atypical package colors implicate negative consequences to the brand. Findings indicate that perceived package color atypicality increases consumers’ skepticism and, contrary to expectations, decreases interest. These affective reactions negatively influence consumers’ product attitude which subsequently translates into lower purchase intention. The results provide important insights for theory and practice.

Effects of Deceptive Packaging and Product Involvement on Purchase Intention: An Elaboration Likelihood Model Perspective

2000 ◽  
Vol 86 (2) ◽  
pp. 546-550 ◽  
Author(s):  
H. Bruce Lammers
Keyword(s):  
Purchase Intention ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Product Involvement ◽  
Package Design ◽  
Advertising Effects ◽  
Intention To Purchase ◽  
Negative Effect ◽  
Likelihood Model ◽  
Highly Involved

From an Elaboration Likelihood Model perspective, it was hypothesized that postexposure awareness of deceptive packaging claims would have a greater negative effect on scores for purchase intention by consumers lowly involved rather than highly involved with a product ( n = 40). Undergraduates who were classified as either highly or lowly ( ns = 20 and 20) involved with M&Ms examined either a deceptive or nondeceptive package design for M&Ms candy and were subsequently informed of the deception employed in the packaging before finally rating their intention to purchase. As anticipated, highly deceived subjects who were low in involvement rated intention to purchase lower than their highly involved peers. Overall, the results attest to the robustness of the model and suggest that the model has implications beyond advertising effects and into packaging effects.

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