Symmetry influences packaging aesthetic evaluation and purchase intention

Arnaud Bigoin-Gagnan (Rennes Graduate School of Management, CREM UMR CNRS 6211, University of Rennes 1, Rennes, France)
Sophie Lacoste-Badie (Lille Graduate School of Management, LEM UMR CNRS 9221, University of Lille, Lille, France)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Publication date: 10 December 2018

Abstract

Purpose

The purpose of this paper is to examine the influence of the symmetrical disposition of information items displayed on the front of product packaging on perceived complexity, perceptual fluency, aesthetic evaluation and product purchase intention.

Design/methodology/approach

A sample of 104 participants was exposed to fast-moving consumer goods packaging. A within-subject design experiment was carried out to assess the influence of the symmetrical disposition of information items displayed on the front of the packaging. ANOVA and a PROCESS procedure to assess mediation (Hayes, 2013) examined the relationships among the factors influenced by symmetry.

Findings

This study found that the symmetrical disposition of information items around the vertical axis (mirror symmetry) decreased visual complexity and highlighted an “indirect-only mediation” of visual complexity on the aesthetic evaluation of the packaging through processing fluency. This research also highlighted the fact that packaging aesthetic evaluation had a positive influence on purchase intention.

Originality/value

This study extends knowledge on package design by showing that the elements on which the producer can act (in this case, symmetry on the front of packaging) have an influence on the consumer’s evaluation of the product and intention to purchase.

Keywords

Citation

Bigoin-Gagnan, A. and Lacoste-Badie, S. (2018), "Symmetry influences packaging aesthetic evaluation and purchase intention", International Journal of Retail & Distribution Management, Vol. 46 No. 11/12, pp. 1026-1040. https://doi.org/10.1108/IJRDM-06-2017-0123

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Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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