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Light as a feather: Effects of packaging imagery on sensory product impressions and brand evaluation

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  • Thomas Rompay
  • Marieke Fransen
  • Bianca Borgelink

Abstract

Inspired by the increasing importance of packaging design for product and brand management, this study tests effects of movement visuals and location of imagery on sensorial product impressions. Participants were exposed to a packaging variant for a fictitious brand of washing powder. Subsequently, they smelled packaging contents, estimated package weight, and evaluated product and brand. Findings show that movement visuals connoting upward (versus downward) movement resulted in the experience of a less concentrated smell, but only when presented in the top-left region of the package. Furthermore, imagery located in the top-left (versus bottom-right) region induced lower estimates of package weight. Additionally, findings show that location and movement visuals impact brand image formation and consumer preference. Copyright Springer Science+Business Media New York 2014

Suggested Citation

  • Thomas Rompay & Marieke Fransen & Bianca Borgelink, 2014. "Light as a feather: Effects of packaging imagery on sensory product impressions and brand evaluation," Marketing Letters, Springer, vol. 25(4), pages 397-407, December.
    • Handle: RePEc:kap:mktlet:v:25:y:2014:i:4:p:397-407
    DOI: 10.1007/s11002-013-9260-3
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    References listed on IDEAS

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    Cited by:

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