Abstract
Many recent researches focused on packaging elements as two separate groups: visual and informative elements. This study goes deeper into the group of visual elements on food packaging (i.e. strawberry chocolate packaging) in order to investigate their ability to attract attention. The elements tested in the study were: typeface, graphics, pattern and colour. The study included 90 people who participated by filling out an online questionnaire. The participants’ task was to choose, among packaging designs with the manipulated visual elements, the one they preferred. According to the results, typeface did not affect participants’ preferences. On the contrary, graphics, patterns and colours had a significant impact on the choices. Participants preferred photography over illustration, concrete pattern over abstract and vivid colours over dull. These results can be used as guidelines in marketing and design.
Highlights
Many researches point out the fact that impulsive buying is most common, and in those cases packaging design has a significant impact
Slightly more participants chose the packaging with text typeface (48 participants) over display typeface (42 participants), the performed Chi-square test revealed no significant difference between these packaging samples (χ2 = 0.8, df = 1, p = 0.37)
The analysis of differences between the packaging samples with photography and illustration yielded a significant effect of graphic (χ2 = 142.22, df = 1, p < 0.001), indicating that participants preferred photo (85 participants) over illustrated (5 participants) graphic of chocolate ingredient
Summary
Marketing activities are geared towards consumption increase in order to gain profit. Presentation of higher quality, product improvement, enhancing visual impact on customers, specific presentation of the brand, improvement of the relationship between the brand and consumer- all can contribute to competitive advantage Purchase decision depends on socio-demographic characteristics of consumers, price and quality of the product, type of packaging, labels and brands (Aday & Ugur, 2014). Attractive packaging of a product at the point of sale will help consumers make decisions in the store quickly (Silayoi & Speece, 2004). Understanding the way of how consumers perceive and evaluate packaging during the purchase decision phase can give guidelines for design and communication strategies. Silayoi & Speence (2007) define two categories of elements which potentially have an impact on the purchase decision: visual and informative. Information and visual elements have the most important role in the purchase decision phase in comparison with other phases
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