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“This package looks heavier” : Effects of visual heaviness of package on consumers’ product expectation and evaluation
Yang, Tsai Hsuan (2020) “This package looks heavier” : Effects of visual heaviness of package on consumers’ product expectation and evaluation.
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| Abstract: | The weight of an object can transmit different meanings for consumers. This study aims to see if, and to what extent, visual heaviness (instead of physical weight) on packaging design transfers to consumers’ product expectation and evaluation. This study investigated the relative impact of perceived color heaviness and the design of health claims on consumers’ product expectation and evaluation. To this end, a 2 (product conditions: yogurt vs. nuts) by 2 (packaging color: bright vs. dark) by 2 (health claim: topleft, thin font vs. bottom-right, bold font) experimental design was carried out. The results demonstrated that package’s color brightness and the design of health claims influenced consumers’ perceived product heaviness. This effect also transmitted to their price expectation of the product. Specifically, a visually heavier product was expected to be more expensive. Moreover, color darkness was found to increase consumers’ expected taste intensity and product attitude of yogurt. Furthermore, a lighter location-font of health claim was preferred in both food types. These findings highlighted that visual heaviness can be communicated through food packaging with the help of color and health claim design to positively influence consumer evaluations. The results could have important implications for food packaging designers and marketers in the healthy food sector. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/82336 |
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