An Effect on Customer Attitude and Purchase Intention of Soap Product Package Design - Focused on Soap Product-

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.

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

JOURNAL OF KOREAN MARKETING ASSOCIATION ◽

10.15830/kjm.2019.34.3.25 ◽

2019 ◽

Vol 34 (3) ◽

pp. 25-46

Author(s):

Nak Hwan Choi ◽

Ah Young Lim ◽

Xinyue Zhang

Keyword(s):

Purchase Intention ◽

Package Design

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Sustainable product-package design in a food supply chain: A multi-criteria life cycle approach

Packaging Technology and Science ◽

10.1002/pts.2418 ◽

2018 ◽

Vol 32 (2) ◽

pp. 85-101 ◽

Cited By ~ 9

Author(s):

Jafar Rezaei ◽

Athanasios Papakonstantinou ◽

Lori Tavasszy ◽

Udo Pesch ◽

Austin Kana

Keyword(s):

Supply Chain ◽

Life Cycle ◽

Food Supply ◽

Life Cycle Approach ◽

Food Supply Chain ◽

Package Design ◽

Sustainable Product ◽

Product Package

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Symmetry influences packaging aesthetic evaluation and purchase intention

International Journal of Retail & Distribution Management ◽

10.1108/ijrdm-06-2017-0123 ◽

2018 ◽

Vol 46 (11/12) ◽

pp. 1026-1040 ◽

Cited By ~ 7

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.

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

Journal of Product & Brand Management ◽

10.1108/jpbm-05-2019-2363 ◽

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.

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A content analysis of organic product package designs

Journal of Consumer Marketing ◽

10.1108/jcm-06-2018-2720 ◽

2019 ◽

Vol 36 (4) ◽

pp. 441-448 ◽

Cited By ~ 2

Author(s):

Polymeros Chrysochou ◽

Alexandra Festila

Keyword(s):

Content Analysis ◽

Environmental Friendliness ◽

Content Type ◽

Package Design ◽

Design Elements ◽

Product Categories ◽

Managerial Decisions ◽

Organic Products ◽

Product Launches ◽

Product Package

Purpose Do the package designs of organic products differ from those of conventional products and which package design elements are used more systematically in organic products? This paper aims to address this question by exploring the package design elements of organic products. The proposition is that in addition to package design elements that explicitly communicate and position a product as organic (i.e. organic labels and claims), other package design elements that implicitly convey an organic image are used. Design/methodology/approach The authors conduct a content analysis of the package designs from new product launches in four product categories (butter, cereals, fruit juice and milk) and across four markets (Austria, Denmark, Sweden and Switzerland). Findings The results show that the package designs of organic products differ from those of conventional products based on the presence of more paper material, white and green colours and images displaying nature. Research limitations/implications The findings support the notion that in addition to organic labels and claims, package design elements that implicitly communicate values associated with organic products, such as environmental friendliness and sustainability are used. Originality/value This study is among the few to explore package design elements for organic products. Understanding how the package designs of organic products are constructed can support managerial decisions on the use of the package as a means to better communicate and position organic products.

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