IDEAS home Printed from https://ideas.repec.org/a/ers/journl/vxxviiy2024ispecialap778-798.html
   My bibliography  Save this article

Psychophysiological Consumer Responses to Product Packaging Design: Insights for Strategic Marketing

Author

Listed:
  • Piotr Ogonowski
  • Bartlomiej Piwowarski

Abstract

Purpose: The article presents the findings of a study on the impact of visual packaging features on consumer perception and purchasing decisions. Design/Methodology/Approach: The study involved 36 participants, whose visual responses to product packaging were measured using a calibrated eye-tracking system. The experiment was structured into four stages, analyzing the impact of shape, transparency, color, and eco-labeling of product packaging on consumer attention. A survey on consumer preferences and reasoning supplemented the findings. Findings: The results indicate that non-standard shapes, carefully selected color schemes, and well-designed graphic elements can significantly enhance consumer engagement. Products with distinctive forms have a greater potential to attract attention on store shelves. Transparent elements proved less effective in capturing consumer attention due to the lack of distinct visual features that could engage consumers. Brands are advised to invest in unique visual elements. Practical implications: It is recommended to improve the visibility of eco-labels, for example, by using larger symbols, applying contrasting colors, or placing labels in the most visible parts of the packaging. Originality value: The study provides unique insights into consumers’ psychophysiological responses to the visual features of product packaging, combining advanced eye-tracking methods with consumer preference analysis. The findings expand knowledge on the role of shape, color, and eco-labeling in shaping purchasing decisions and offer practical guidance for marketing strategies.

Suggested Citation

  • Piotr Ogonowski & Bartlomiej Piwowarski, 2024. "Psychophysiological Consumer Responses to Product Packaging Design: Insights for Strategic Marketing," European Research Studies Journal, European Research Studies Journal, vol. 0(Special A), pages 778-798.
  • Handle: RePEc:ers:journl:v:xxvii:y:2024:i:speciala:p:778-798
    as

    Download full text from publisher

    File URL: https://ersj.eu/journal/3748/download
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Noel Scott & Christine Green & Sheranne Fairley, 2016. "Investigation of the use of eye tracking to examine tourism advertising effectiveness," Current Issues in Tourism, Taylor & Francis Journals, vol. 19(7), pages 634-642, June.
    2. Wedel, Michel & Pieters, Rik, 2008. "Eye Tracking for Visual Marketing," Foundations and Trends(R) in Marketing, now publishers, vol. 1(4), pages 231-320, August.
    3. Spangenberg, Eric R. & Sprott, David E. & Grohmann, Bianca & Tracy, Daniel L., 2006. "Gender-congruent ambient scent influences on approach and avoidance behaviors in a retail store," Journal of Business Research, Elsevier, vol. 59(12), pages 1281-1287, November.
    4. Babin, Barry J. & Griffin, Mitch & Boles, James S., 2004. "Buyer reactions to ethical beliefs in the retail environment," Journal of Business Research, Elsevier, vol. 57(10), pages 1155-1163, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Errajaa, Karim & Legohérel, Patrick & Daucé, Bruno, 2018. "Immersion and emotional reactions to the ambiance of a multiservice space: The role of perceived congruence between odor and brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 100-108.
    2. Huddleston, Patricia T. & Behe, Bridget K. & Driesener, Carl & Minahan, S., 2018. "Inside-outside: Using eye-tracking to investigate search-choice processes in the retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 85-93.
    3. Leenders, Mark A.A.M. & Smidts, Ale & Haji, Anouar El, 2019. "Ambient scent as a mood inducer in supermarkets: The role of scent intensity and time-pressure of shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 270-280.
    4. Basharat Ali & Nazim Baluch & Zulkifli Mohamed Udin, 2015. "The Moderating Effect of Religiosity on the Relationship between Trust and Diffusion of Electronic Commerce," Modern Applied Science, Canadian Center of Science and Education, vol. 9(13), pages 176-176, December.
    5. Errajaa, Karim & Daucé, Bruno & Legohérel, Patrick, 2020. "Consumer reactions to olfactory congruence with brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    6. Savannah Wei Shi & Michel Wedel & F. G. M. (Rik) Pieters, 2013. "Information Acquisition During Online Decision Making: A Model-Based Exploration Using Eye-Tracking Data," Management Science, INFORMS, vol. 59(5), pages 1009-1026, May.
    7. Adriana-Emilia ROBU, 2013. "An Assessment Of E-Commerce Websites Through A Mouse Tracking Investigation," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 12, pages 107-119, June.
    8. Shuvam Chatterjee & Pawel Bryla, 2023. "Mapping consumers’ semi-conscious decisions with the use of ZMET in a retail market setup," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 50(2), pages 221-232, June.
    9. Thomas, Veronica L. & Saenger, Christina, 2020. "Feeling excluded? Join the crowd: How social exclusion affects approach behavior toward consumer-dense retail environments," Journal of Business Research, Elsevier, vol. 120(C), pages 520-528.
    10. Yasheng Chen & Johnny Jermias & Tota Panggabean, 2016. "The Role of Visual Attention in the Managerial Judgment of Balanced‐Scorecard Performance Evaluation: Insights from Using an Eye‐Tracking Device," Journal of Accounting Research, Wiley Blackwell, vol. 54(1), pages 113-146, March.
    11. Girard, Marc & Girard, Anna & Suppin, Anna-Caroline & Bartsch, Silke, 2016. "The scentscape: An integrative framework describing scents in servicescapes," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 9(1), pages 597-622.
    12. Francisco I. Vega-Gómez & Francisco J. Miranda-Gonzalez & Jesús Pérez Mayo & Óscar Rodrigo González-López & Laura Pascual-Nebreda, 2020. "The Scent of Art. Perception, Evaluation, and Behaviour in a Museum in Response to Olfactory Marketing," Sustainability, MDPI, vol. 12(4), pages 1-15, February.
    13. José Verissimo & Rui Alves Pereira, 2013. "The Effect Of Ambient Scent On Moviegoers’ Behavior," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 0(2), pages 67-80.
    14. Tseng-Ping Chiu & Derrick Jessey Yang & Min-Yuan Ma, 2023. "The Intertwining Effect of Visual Perception of the Reusable Packaging and Type of Logo Simplification on Consumers’ Sustainable Awareness," Sustainability, MDPI, vol. 15(17), pages 1-15, August.
    15. Eliane Schreuder & Jan van Erp & Alexander Toet & Victor L. Kallen, 2016. "Emotional Responses to Multisensory Environmental Stimuli," SAGE Open, , vol. 6(1), pages 21582440166, February.
    16. Haase, Janina & Wiedmann, Klaus-Peter, 2020. "The implicit sensory association test (ISAT): A measurement approach for sensory perception," Journal of Business Research, Elsevier, vol. 109(C), pages 236-245.
    17. Phillips, Megan & Kapitan, Sommer & Rush, Elaine, 2024. "From the store to the kitchen: Herbal scents drive wholesome food choice," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    18. Peter Mudrack & E. Mason, 2013. "Ethical Judgments: What Do We Know, Where Do We Go?," Journal of Business Ethics, Springer, vol. 115(3), pages 575-597, July.
    19. Michel Wedel & Rik Pieters & Ralf Lans, 2023. "Modeling Eye Movements During Decision Making: A Review," Psychometrika, Springer;The Psychometric Society, vol. 88(2), pages 697-729, June.
    20. Sapovadia, Vrajlal & Patel, Sweta, 2013. "Business Ethics & Employee Turnover: CAFE Matrix," MPRA Paper 68784, University Library of Munich, Germany.

    More about this item

    Keywords

    Product packaging; eye-tracking; psychophysiological measurements; product marketing.;
    All these keywords.

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ers:journl:v:xxvii:y:2024:i:speciala:p:778-798. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marios Agiomavritis (email available below). General contact details of provider: https://ersj.eu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.