The design of consumer packaging: Effects of manipulations of shape, orientation, and alignment of graphical forms on consumers’ assessments

On-package graphics have the potential to influence consumers’ product-related attitudes and behaviours. In the reported study graphics designs on the labels of two products (water and vodka) were manipulated with respect to shape angularity, orientation, and left–right alignment. Participants’ evaluations indicated a preference for rounded shapes that could not be accounted for by differences in design typicality; and preference for upward shape orientation. An interaction between these response variables for ratings of purchase likelihood suggested that congruence between graphical and product form (droplet shape) may be advantageous. Effects of alignment were not consistent with existing theories, with right-aligned graphics being preferred. An explanation that distinguishes processing efficiency and hemispheric efficiency is proposed. Finally, as predicted, a halo effect was apparent, such that effects of aesthetic manipulations extended to ratings of product attributes that were not experienced. Theoretical and practical implications of these results are discussed.

► We examined effects of manipulations of on-package graphics design.
► Participants preferred rounded and upward-oriented shapes.
► Shape preference could not be attributed to the effects of typicality.
► Orientation preference appeared congruent with product characteristics.
► Participants preferred label designs that placed graphics to the right of text.