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L’ornement est-il toujours un crime ? Simplicité du design du packaging et perception de la marque. Une application aux étiquettes de champagne

Author

Listed:
  • Manon Favier
  • Gaëlle Pantin-Sohier

    (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage)

  • Franck Celhay

Abstract

This article investigates the impact of the package design complexity on the brand perception. 3 Champagne labels, representative of 3 graphic design styles observed on the market, were created and then tested among 305 consumers according to a between-subjects experiment. These 3 labels contain the same text but different graphic designs in order to manipulate the level of simplicity/complexity of the package design. The results allow to verify different proposals from the literature. They demonstrate a significant impact of the package design level of simplicity on the brand perception as well as on the buying choices made by the consumer.

Suggested Citation

  • Manon Favier & Gaëlle Pantin-Sohier & Franck Celhay, 2016. "L’ornement est-il toujours un crime ? Simplicité du design du packaging et perception de la marque. Une application aux étiquettes de champagne," Post-Print hal-01963425, HAL.
    • Handle: RePEc:hal:journl:hal-01963425
    as

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