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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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