How packaging design influences taste impressions and product evaluations

A recent study by researchers in The Netherlands raised questions how packaging design affects consumer perceptions of taste and price expectations.

The study essentially found that certain types of consumers who have a sensitivity to design are affected by shapes for food products such as yogurt. In some cases shape curvature and color saturation play an important role in product evaluations and price expectations, but it depends on the individual and their preexisting orientation toward shapes and colors.

Earlier studies have also showed that consumers base purchasing decisions partly on the visual appearance of a product. In some cases the symbolic or aesthetic quality of the package can also have an impact on purchasing decisions. Each consumer comes from a unique background, as some are cognizant of design while others don't associate it with overall quality.

Study Parameters

The packaging design study comprised 151 volunteers (77 females, 74 males) who were customers of a large German supermarket. They ranged from ages 15 through 81, with the average age being 30.7 years.

Participants were asked at the store entrance if they wanted to do a taste test for a new yoghurt brand. They viewed images on a laptop screen of four packages that rotated 360 degrees. The subjects were then given a lemon yoghurt sample in an aluminum dish. After tasting the sample, each participant completed a questionnaire about the design sensitivity. One of the questions asked them to rate from 1 to 7 the degree to which they agreed that the product package struck them as potent.

Taste evaluation was based on the terms sharp, bitter and mild, with high scores reflecting strong taste. Product evaluation was based on the degree to which participants agreed that the the product was superior, eye-catching and high quality. They were also asked what they expected the price of the yoghurt to be in a German supermarket. Sensitivity to design was measured by a seven point scale for various statements about design importance and effects.

Test Results

Results of the study revealed that the main effect of a shape was significant, with angular shapes having more potency than round packaging. The effect of color saturation, on the other hand, was generally not significant. While participants who did not score high on design sensitivity were not affected by color saturation, those with high scores found the 100% saturated color variant as more potent compared with a 50% variant.

The taste evaluation turned out to not have a significant association with packaging shape and color for those who judged the yoghurt taste to be intense. At the same time, results showed that those with a sensitivity to design thought the yoghurt was more intense when associated with an angular rather than rounded package. People with a low level of design sensitivity were not affected by the design variants.

Product attitude was affected by shape but not by packaging color. The angular cup generated a more positive response than the rounded cup. As far as price expectation, participants perceived shape to be a factor in price expectation, particularly an angular shape because they associated it with potency.

Conclusion

There is a growing body of evidence that packaging design is a significant factor that affects purchasing decisions. Certain consumers have been conditioned to associate certain shapes and colors with quality and value. It's important to understand that purchasing decisions are partially influenced by the manner in which the package communicates to the buyer.

Consumers make associations about taste and value based on past experiences. Not all shoppers have developed a sensitivity for design but those that have are likely candidates to be affected by packaging design.