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Visual complexity = hedonic? Effects of visually complex packages on consumer perceptions and evaluations of products

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  • Baek, Eunsoo
  • Huang, Zhihong
  • Lee, Seojin Stacey

Abstract

This study investigates the effect of visual complexity in package design on consumer perceptions and evaluations of a product, with a particular emphasis on how product type (vice or virtue) interacts with this effect. Drawing on the cue utilization theory and Berlyne's optimal stimulation theory, the findings of five empirical studies across various product categories consistently indicate that visually complex packaging enhances evaluations of virtue (vs. vice) products by increasing hedonic utility. This research contributes to the existing literature on marketing and visual communication and provides practical insights for practitioners.

Suggested Citation

  • Baek, Eunsoo & Huang, Zhihong & Lee, Seojin Stacey, 2023. "Visual complexity = hedonic? Effects of visually complex packages on consumer perceptions and evaluations of products," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    • Handle: RePEc:eee:joreco:v:74:y:2023:i:c:s0969698923001820
    DOI: 10.1016/j.jretconser.2023.103435
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    References listed on IDEAS

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    1. Hu, Linfeng & Wang, Sainan & Zheng, Jiehui & Xu, Qianwen, 2025. "How to present food images on packaging? The influence of aesthetics design on consumers' perceived healthiness," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).
    2. Yan Zheng & Dayu Cao, 2024. "How do cue utilization and value co-creation and future orientation affect the consumers’ choices of smart agricultural products?," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-12, December.
    3. Du, Yingying & Wang, Xingyuan, 2024. "Dynamic or static? The effect of food imagery on menus on perceived food energy and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    4. Sun, Yuting & Zhang, Jianting & Li, Yixuan, 2024. "Realisation that online advertisements are misleading: Involvement of middle-aged and older adults with botanical dietary supplements," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    5. Akturan, Ulun & Kuter, Deniz & Gökkut, B. Selin, 2025. "Mirror, mirror on the wall, who is the most convincing of them all? A systematic literature review on packaging," Journal of Business Research, Elsevier, vol. 193(C).
    6. Tian, Zhouyuan & Huang, Chia-Hsing, 2025. "Effects of color-typeface congruence on product evaluation," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    7. Tan, Fuqiang & Li, Xi & Agarwal, Reeti & Joshi, Yatish & Yaqub, Muhammad Zafar, 2024. "Does multilingual packaging influence purchasing in retail segment? Evidence from multiple experiments," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    8. Petr, Christine & Caudan, Paul, 2024. "Ethical marketing framework for metaverse simulated experiences of tourism (SET): An exploration of consumers’ aspirations and fears," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    9. Christine Petr & Paul Caudan, 2024. "Ethical marketing framework for metaverse simulated experiences of tourism (SET): An exploration of consumers’ aspirations and fears," Post-Print hal-04554364, HAL.

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