Back to basics: The simplicity of packaging and the premium perception
DOI:
https://doi.org/10.18046/j.estger.2024.171.6272Keywords:
consumer behavior, packaging design, milk, premium, simplicityAbstract
In a limited shelf space and with a wide product offering, the visual noise of packaging can be overwhelming. This study proposes that packaging with a simple design positively impacts the consumer: firstly, it is perceived as premium packaging, and secondly, it increases purchase intention. The methodology uses an intra-subject experimental design. Participants were randomly exposed to two product images, in this case, liquid milk: one with a simple packaging design and the other with a complex design. Next, they completed a survey where they indicated their perception of the product as premium and their purchase intention. The results support full mediation: compared to complex packaging, simple packaging increased the perception that the product is premium, which in turn increases purchase intention
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