Packaging as Brand Communication: Effects of Product Pictures on Consumer Responses to the Package and Brand

Underwood, Robert L.; Klein, Noreen M.

doi:10.1080/10696679.2002.11501926

Cited by 259 publications

(248 citation statements)

References 13 publications

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“…Apart from some recent studies (e.g., Deng and Kahn, 2009;Rettie and Brewer, 2000;Pieters and Warlop, 1999;Silayoi and Speece, 2004;Underwood et al, 2001;Underwood and Klein, 2002), there is a general lack of research on the communicative aspects of textual and pictorial package elements. Until the 1980s, research on the impact of textual and pictorial elements on consumer behaviour was limited (Childers and Houston, 1984).…”

Section: Package Elementsmentioning

confidence: 99%

“…Packaging plays a key role in customers' purchase decisions (Deng and Kahn, 2009;Hanzaee and Sheikhi, 2010;Kuvykaite et al, 2009;Orth and Malkewitz, 2008;Rettie and Brewer, 2000;Silayoi and Speece, 2004;Underwood and Klein, 2002). Packaging can be regarded as a silent salesman (Pilditch, 1973), and most customers make their purchase decisions solely by looking at the front of the package (Urbany et al, 1996).…”

Section: Introductionmentioning

confidence: 99%

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Left isn't always right: placement of pictorial and textual package elements

Otterbring

Shams

Wästlund

et al. 2013

British Food Journal

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Purpose -The purpose of this study is to investigate how the positioning of textual and pictorial design elements on a package affects visual attention (detection time) toward these element types.Design/methodology/approach -The study has a 3 × 2 (Stimulus × Location) betweensubjects design. One pictorial and two textual package elements, located on the top right-or top left-hand side of a package, were used as stimuli. Visual attention was measured by eyetracking. A total of 199 university students participated. The data were analysed using a twoway ANOVA and a Pearson's chi-square analysis with standardised residuals. Findings -The results show that in order to receive the most direct attention, textual elements should be on the left-hand side of a package, whereas pictorial elements should be on the right-hand side. This is inconsistent with previous design directions (based on recall), suggesting the opposite element organisation.Originality/value -Previous research has focused on recall (whether respondents remember having seen package elements) or preference (whether respondents prefer a package based on element positioning). The focus of the present study was whether respondents actually saw the different elements on a package, and how long it took them to detect such elements.Detection time for certain element types can be viewed as a new and complementary way of evaluating the position of package elements. The paper also addresses whether preference is a result of easy information acquisition.

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Section: Package Elementsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Left isn't always right: placement of pictorial and textual package elements

Otterbring

Shams

Wästlund

et al. 2013

British Food Journal

View full text Add to dashboard Cite

show abstract

“…This is particularly relevant given that the role and importance of packaging, today, has increased compared to other communication tools (Orth and Malkewitz, 2006;Underwood and Klein, 2002) and is considered one of the strongest associations a consumer can have with a brand (Keller, 1993). As such, this is a very important tool in building and reinforcing brand associations (Roper and Parker, 2006).…”

Section: Introductionmentioning

confidence: 99%

The Impact of Sponsorship Awareness in Low Involvement Settings

Woodside

Summers

2012

CMR

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The rapid growth of corporate sponsorship (USD $44 billion worldwide), has led to the emergence of 'sponsorship clutter.' As a large proportion of companies that are involved with sponsorship have a primary objective of increasing brand awareness, it has become increasingly important to determine how awareness influences consumer responses to sponsorship. However, despite a breadth of understanding surrounding sponsorship and how it impacts consumer behavior, few studies have considered sponsorship from a packaging perspective; particularly in low involvement settings. Using structural equation modeling, this research empirically investigated the relationship between awareness of sponsorship arrangements and consumer response to sponsorship packaging. Results indicate that while leveraging sponsorship on grocery packaging positively impacts consumer responses toward the brand, prior awareness appears to have little impact on this response. Further, awareness of the sponsorship arrangement moderates the relationship between the perceived fit of the arrangement and a consumer's response to the sponsorship packaging. That is, for consumers who are not yet aware of a sponsorship arrangement, perceived fit plays a greater part in consumer response. The understanding offered in this paper has strategic relevance for brand managers in guiding sponsorship and package design decisions.

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“…† Subsequent content analysis of the packages (retail container or wrapping) (7) of the advertised fruit-flavoured foods revealed that pictures of fruit were commonly and prominently displayed (8) . Pictures on food labels help consumers efficiently evaluate a product's intrinsic organoleptic and health-related attributes (9,10) . The relative favourableness of the information conveyed by pictures also affects attitudes towards the food and purchase intentions (11)(12)(13) .…”

mentioning

confidence: 99%

“…product names that include 'fruity', 'juicy' or names of specific fruits) (13,16) . Visual depictions of fruit and/or product names and descriptions may imbue products with a health halo that influences individuals' perceptions and food choices (8)(9)(10)(11)13,14,17,18) . According to communication theory, food labels and advertisements are communication channels used by food manufacturers to transmit (encode) messages to consumers who, in turn, receive and decode them to derive their meaning (19) .…”

mentioning

confidence: 99%

Fruit-related terms and images on food packages and advertisements affect children’s perceptions of foods’ fruit content

Heller¹,

Martin‐Biggers

Berhaupt‐Glickstein

et al. 2015

Public Health Nutr.

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Objective: To determine whether food label information and advertisements for foods containing no fruit cause children to have a false impression of the foods' fruit content. Design: In the food label condition, a trained researcher showed each child sixteen different food label photographs depicting front-of-food label packages that varied with regard to fruit content (i.e. real fruit v. sham fruit) and label elements. In the food advertisement condition, children viewed sixteen, 30 s television food advertisements with similar fruit content and label elements as in the food label condition. After viewing each food label and advertisement, children responded to the question 'Did they use fruit to make this?' with responses of yes, no or don't know. Setting: Schools, day-care centres, after-school programmes and other community groups. Subjects: Children aged 4-7 years. Results: In the food label condition, χ 2 analysis of within fruit content variation differences indicated children (n 58; mean age 4·2 years) were significantly more accurate in identifying real fruit foods as the label's informational load increased and were least accurate when neither a fruit name nor an image was on the label. Children (n 49; mean age 5·4 years) in the food advertisement condition were more likely to identify real fruit foods when advertisements had fruit images compared with when no image was included, while fruit images in advertisements for sham fruit foods significantly reduced accuracy of responses. Conclusions: Findings suggest that labels and advertisements for sham fruit foods mislead children with regard to the food's real fruit content. Keywords Food advertisingFood labelling Children FruitContent analyses have repeatedly shown that foods advertised during children's programming and prime-time hours tend to be high in energy and low in nutrients

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Packaging as Brand Communication: Effects of Product Pictures on Consumer Responses to the Package and Brand

Cited by 259 publications

References 13 publications

Left isn't always right: placement of pictorial and textual package elements

Left isn't always right: placement of pictorial and textual package elements

The Impact of Sponsorship Awareness in Low Involvement Settings

Fruit-related terms and images on food packages and advertisements affect children’s perceptions of foods’ fruit content

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