The Influence of the Product Package on Functional and Symbolic Associations of Brand Image

Pantin-Sohier, Gaëlle

doi:10.1177/205157070902400203

Cited by 27 publications

(37 citation statements)

References 53 publications

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“…In addition, the association between colour choice and the shape of the product can be manipulated to convey or modify a specific brand image. For example, choosing round shapes and warm colours contributes to conveying messages of sophistication and femininity . This is supported by Brakus et al who addressed the importance of using unique colours and shapes.…”

Section: Resultsmentioning

confidence: 94%

Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model

Al‐Samarraie

Eldenfria

Dodoo

et al. 2019

Color Research & Application

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Recent advances in e‐commerce have resulted in significant progress being made toward strategies, requirements, and the development of various mechanisms aimed at influencing consumers' decisions to purchase online. The relationship between different packaging design elements and their effect on consumers' online buying decisions has been less researched, due in part to the lack of statistical power to detect cause and effect relationships between these elements. This study examines the feasibility of multiple‐criteria decision‐making in order to identify and analyze the causal relationships between the different packaging design elements that are required to stimulate consumers' decision to buy products online. Consumers' direct, indirect, and interdependent behaviors in relation to PDEs and purchase decisions were studied for this paper. A total of 142 students (89 males and 53 females, aged 22‐37 years) participated in this study. The results identified several associations between design elements. The four most important PDEs found to influence consumers' decision to buy via the internet were graphics, colours, label information, and country of origin. This study provides the necessary insights into the design of product packaging by targeting aspects related to the appearance of the products' characteristics. Correlations between the various PDEs obtained from this study can be used to increase consumers' interactions with products in e‐commerce environments.

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Section: Resultsmentioning

confidence: 94%

Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model

Al‐Samarraie

Eldenfria

Dodoo

et al. 2019

Color Research & Application

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show abstract

“…Therefore, a change in the package design may change the consumer expectations regarding product taste or level of quality (Ares et al., ; Becker, van Rompay, Schifferstein, and Galetzka, ; Mizutani et al., ; Rebollar, Lidóna, Serranoa, Martín, and Fernández, ; Sester, Dacremont, Deroye, and Valentin, ; Smets and Overbeeke, ; Westerman et al., ). Such changes are also likely to modify the perception of the brand personality or image (Orth and Malkewitz, ; Pantin Sohier, ). This research showed that specific visual codes are associated with a specific product category and therefore define the package perceived typicality in that category.…”

Section: Discussionmentioning

confidence: 99%

Package Graphic Design: Investigating the Variables that Moderate Consumer Response to Atypical Designs

Celhay¹,

Trinquecoste²

2014

J of Product Innov Manag

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“…The red bottle is perceived as more sportive than the blue bottle. In addition, elongated bottles are seen as more sophisticated than short and large bottles . Labrecque and Milne showed that packaging or logo colours such as black, purple and pink influence the perceived sophistication of a brand.…”

Section: Packaging and Inference‐makingmentioning

confidence: 99%

How Do Packaging Material, Colour and Environmental Claim Influence Package, Brand and Product Evaluations?

Magnier

Schoormans

2017

Packag Technol Sci

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The success of environment‐friendly packages is highly dependent on consumers' understanding and acceptance of these packages. In an experiment using a 3 × 2 between‐subject design, this study tests how style elements (i.e. the material and the colour) influence perceptions of packaging environment‐friendliness when an environmental claim is either absent from or displayed on the package. Next, the study tests the effects of the style elements and environmental claim on the evaluation of the social responsibility of the brand as well as on the inferences about product environment‐friendliness. Based on the responses of 207 participants from a Dutch consumer panel, the results show that the style elements and environmental claim influenced both the evaluations of packaging eco‐friendliness and the social responsibility of the brand. When an environmental claim about the package was displayed on the package, the results show that the material is worth a thousand words as the credibility of the claim was always significantly higher when the package was made of a fibre‐based material. Finally, the effect of the material on the inferences about product environment‐friendliness is underlined and implications for designers, managers and policy‐makers are highlighted. Copyright © 2017 John Wiley & Sons, Ltd.

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The Influence of the Product Package on Functional and Symbolic Associations of Brand Image

Cited by 27 publications

References 53 publications

Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model

Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model

Package Graphic Design: Investigating the Variables that Moderate Consumer Response to Atypical Designs

How Do Packaging Material, Colour and Environmental Claim Influence Package, Brand and Product Evaluations?

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