The Influence of Package Design on Consumer Preference

Prior research has studied the general influence of packaging on brand awareness, pricing, etc. However, we study two key dimensions of package design—i.e., color and shape. We research these relationships using the category of water bottles. The research tests and finds the following significant results: 1) Blue color has the most positive influence compared to white, black, and red; 2) Anthropomorphic bottle has the most positive influence compared to round or square bottle shapes; 3) quality for blue cap is highest compared to bottles with white, black or red colored caps; 4) the perception of quality was significantly higher for anthropomorphic bottle compared to bottles with round or square shape; 5) the choice of blue-anthropomorphic bottle was not determined by a single emotion, and 6) An increase in price on the design with the best combination of color and shape will decrease choice preference until it reaches a 10% difference, but a 20% gap makes the product more attractive.

Citation:

Ravindra Chitturi, Ricardo Castaño, Maria Cecilia Henriquez-Daza, and Juan Carlos Londoño-Roldan (2017) ,"The Influence of Package Design on Consumer Preference ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 107-178.