Good From Far But Far From Good: the Effects of Visual Fluency on Impressions of Package Design

Ulrich Orth, Christian-Albrechts-Universitat Kiel, Germany
Keven Malkewitz, Oregon State University, USA
Consumers often make initial judgments about brands based solely on the package, and the accuracy of these impressions influences brand selection and evaluation. This paper examines the accuracy of meaning (brand personality and quality impressions) derived from package design. The results of two studies show 1) some holistic package designs convey meaning across subjects more accurately (consensual accuracy), 2) holistic package designs differ in meaning when packages are viewed from different distances (spatial accuracy), and 3) individual differences in design acumen and in product category involvement affect spatial accuracy. Implications focus on package effects and implications for brand design decisions.
[ to cite ]:
Ulrich Orth and Keven Malkewitz (2009) ,"Good From Far But Far From Good: the Effects of Visual Fluency on Impressions of Package Design", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 696-698.