How consumers estimate the size and appeal of flexible packaging

• We investigated impact of flexible packaging dimensions and weight on product appeal.
• Product appeal is influenced by the ratio of sachet area-to-powder weight (A:W).
• Appeal of sectional shapes of sachets tend to increase as the value of A:W reduced.
• Sachet dimensions and powder weight influenced size impression of products.
• We conclude that consumers are prone to illusion when it comes to size judgment.

The use of flexible packaging by fast moving consumer goods industry is on the increase due to price affordability of the packaging material and logistic benefits when compared to rigid packaging. This work investigated the influence of flexible packaging dimensions and product weight on the size impression and aesthetic appeal of pre-packaged powdered products. Powdered products of different sachet dimensions and product weights were prepared and ranked by panelists based on the quantity of powder contained in the sachet. The appeal of sectional shapes of the sachets used in packaging of the powder was also evaluated using a 9-point semantic scale. Obtained data were subjected to multiple paired comparison, correlation, regression and agglomerative hierarchical clustering analysis. A 27 g powder packed in a sachet having an area of 8640 mm2 was perceived to be bigger (P < 0.0001) than the 30 g powder packed in a sachet having an area of 10,560 mm2. The result indicated that the size impression and appeal of powdered products in flexible sachets is greatly influenced by the ratio of sachet area-to-powder weight (A:W).