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Although the increase in point-of-purchase decisions heightens the communication potential of food product packaging, empirical research on understanding how visual packaging affects consumers' subsequent product and brand evaluations and perceptions is scant. This study seeks to develop a theoretical model to show the effects of consumer attitudes toward visual food packaging on perceived product quality, product value, and brand preference.

A self-administered questionnaire developed from the literature was conducted, and 315 undergraduate students participated in the study.

The empirical results show that attitudes toward visual packaging directly influence consumer-perceived food product quality and brand preference. Perceived food product quality also directly and indirectly (through product value) affects brand preference.

This paper offers directions for understanding the effects of visual packaging on positive consumer product and brand evaluations. Based on the study findings, food firms should emphasize the visual packaging design factors such as color, typeface, logo, graphics, and size to form consumers' positive perceptions and brand preference.

Do the package designs of organic products differ from those of conventional products and which package design elements are used more systematically in organic products? This paper aims to address this question by exploring the package design elements of organic products. The proposition is that in addition to package design elements that explicitly communicate and position a product as organic (i.e. organic labels and claims), other package design elements that implicitly convey an organic image are used.

The authors conduct a content analysis of the package designs from new product launches in four product categories (butter, cereals, fruit juice and milk) and across four markets (Austria, Denmark, Sweden and Switzerland).

The results show that the package designs of organic products differ from those of conventional products based on the presence of more paper material, white and green colours and images displaying nature.

The findings support the notion that in addition to organic labels and claims, package design elements that implicitly communicate values associated with organic products, such as environmental friendliness and sustainability are used.

This study is among the few to explore package design elements for organic products. Understanding how the package designs of organic products are constructed can support managerial decisions on the use of the package as a means to better communicate and position organic products.

The objectives of the paper were to develop a theoretical framework of the online shopping experiences (OSE) concept, identify its constituent dimensions and subdimensions, and propose and test a comprehensive measurement scale that would incorporate and reconcile existing fragmented approaches to the phenomenon.

This paper utilized a mixed-method approach to conceptualize a complex phenomenon of online shopping experiences (OSE). Study 1 employed the grounded theory approach to understand the phenomenon, propose its comprehensive definition and a conceptual model. Study 2 developed and tested a comprehensive OSE measurement scale.

The study conceptualized OSE as a second-order construct with four mutually-connected constituent dimensions of OSE: practices, context, values and emotions, and their respective 21 subdimensions. It developed and validated a comprehensive scale that is superior to earlier proposed fragmented measures of OSE.

The proposed theoretical framework can serve as a foundation for the OSE research stream and consolidate existing findings by providing a conceptual umbrella for different OSE aspects addressed in earlier research. The OSE measurement scale can be used to assess the impact of each OSE component on satisfaction and loyalty in different shopping situations.

The findings can assist retailers in evaluating usefulness of various tools in eliciting certain experiential effects, devising specific approaches to consumers at different touch points along their dynamic OSEs and developing engagement tactics for various shopping environments.

The study combined qualitative and quantitative approaches to offer a most comprehensive and unifying conceptualization and measurement instrument of OSEs.

Based on the construal level theory, the purpose of this study is to prove the effect of interaction between construal level and visual crowding on consumers' buying intention. The study tries to explain the reasons behind the different buying intention toward visual crowding among consumers with different construal level.

This study was conducted through two situational simulation experiments. The main data analysis methods are ANOVA and bootstrap analysis.

(1) the matching of construal level and visual crowding has a significant effect on consumers’ buying intention. (2) Perceptual fluency mediates the interaction between the construal level and visual crowding on buying intention.

This study measures consumers' buying intention through situational experiments but does not measure consumers' buying behavior through real scenarios.

According to the study conclusions, consumers prefer visually crowded packaging that matches their construal level. Enterprises should consider the impact of the construal level on the effect of packaging stimulation.

This study enriches the theory related to construal level and highlights the mediating role of perceptual fluency. The addition of perceptual fluency explains the mechanism by which visual crowding affects consumers' buying intention. This extends the research on the antecedents and effects of perceptual fluency.

This study innovatively introduces visual crowding into packaging and matches visual crowding to construal level, explaining why different consumers buy different visually crowded packaging.

This study aims to investigate the effectiveness of a brand imitation strategy for the package design of male-targeted, female-targeted and gender-neutral products.

Three (2 × 2 × 2) between-subjects factorial experiments were conducted with three independent variables, namely, visual shape, color and logo, each classified as relevant/divergent. The dependent variables were participants’ attitudes toward the brand, attitudes toward the product and purchase intention.

There were no significant main effects or interactions for the male-targeted product. The results for the female-targeted product revealed no significant main effect of visual shape, a significant main effect of color and significant two-way interactions between visual shape and color and between visual shape and logo. Significant main effects were found for visual shape and color for the gender-neutral product.

A color scheme similar to that of a leading brand in the same product category more powerfully influenced participants’ attitudes and purchase intention, while a more holistically similar design had greater impact than a less holistic design. Some “divergence” or distinctive design elements of the female-targeted product positively influenced participants’ attitudes and behavior. These findings suggest that a brand imitation strategy offers a means for competing in the marketplace, but should be used with caution.

A conceptual continuum of brand imitation is proposed, incorporating visual semiotics, creativity theory and gender differences in cognitive styles to provide a more systematic method for delineating brand imitation levels.

The purpose of this paper is to examine perfume packaging in Spain and its effects on Basque female consumers’ purchase decision. The study population was made up of females, as they represent the highest consumer in the perfume market, accounting for 67 percent of the total perfume sales (Trufragance.com). Furthermore, in the past few years the perfume industry has basically targeted females (McIntyre, 2013).

An empirical study was conducted using a questionnaire to collect primary data in order to test the hypotheses. The questionnaire was distributed to 400 randomly selected respondents, from the general female population.

The findings show a relationship between the independent variables (i.e. visual packaging design, verbal packaging design, and packaging benefits) and the dependent variable (i.e. consumer purchase decision) based on several reasons discussed thoroughly in this paper. Additionally, age, education level, marital status, monthly income, and employment category of sample subjects influence the effect of perfume packaging on purchase decisions.

The main limitation of this study is the use of simple random sampling. The research findings bear important implications for more functional, emotional, environmental, and socially responsible marketing practice where packaging is concerned.

The findings of this study contribute to the understanding of packaging as a strategic marketing tool and how it can significantly influence the female’s purchase decision. Thus, giving managers and marketers a competitive advantage in this increasingly growing market. A new concept and measurement scale is presented that can be used for identifying creative packaging design and its benefits.

This study remains one of few research works focusing on the four dimensions of packaging benefits: functional, social, emotional, and environmental. Furthermore, it attempts to fulfill the identified need for encompassing potential and generally accepted packaging elements, including both the visual and verbal elements. Therefore, the uniqueness of this study arises from its examination of both aspects simultaneously, which has been ignored in previous research.

This paper aims to study the cross-modal correspondence between a visual stimulus (i.e. glossiness), haptic perception and consumers’ reactions (internal responses and behavioral intentions).

Using an experimental design, three experimental studies have been conducted to test the effect of a glossy (versus matte) packaging upon the perception of haptic features of a packaging (roughness, thickness and lightness), internal reactions (perceived product quality and product attractiveness) and behavioral intentions (purchase intention and willingness to pay).

This paper evidences the significant impact that glossiness bears on the haptic perception of a packaging material as well as upon internal reactions and behavioral intentions. A new conceptual framework combining the SOR model and the cross-modal correspondences is validated.

The results encourage further research to explore the wide range of potential cross-modal correspondences between visual stimuli and haptic perception.

The results highlight the critical influence of visual cues for managers, especially for online shopping or advertising. Even if consumers cannot touch the product, it is possible to induce haptic perception through visual cues and to influence the internal reactions and behavioral intentions.

This research demonstrates that the packaging texture and weight can be visually induced through glossiness.

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.

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.

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.

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.

This paper aims to understand how social, cultural and political economic dynamics inform packaging design. Specifically, it focuses on one of the oldest Turkish pasta brands, Piyale, and seeks to understand the impact of the changes in the macro-institutional structures on its packaging practices over the course of almost a century.

The analysis is mainly based on data collected through archival and documentary research. The archival data are gathered from various sources including the personal archives of the former managers, advertisements published in the popular magazines of the time and industry reports and documents. Data are analyzed using a combination of compositional and social semiotic analysis.

The analysis indicates four distinct periods in the brand’s history. The design elements and visual identity reflect the social, cultural, political, economic and technological changes shaping the Turkish society in these different time periods. The findings show that a socio-historically situated analysis of a brand’s packaging design transformation reveals the complex relationship between design and culture and provides clues to the market-society interface.

This study provides a comprehensive historical analysis of the visual identity evolution of the oldest Turkish pasta brand Piyale and contributes to research on packaging histories in the non-Western markets.

This paper aims to investigate how and when visual referents in brand visual aesthetics (i.e. colours, shapes, patterns and materials) serve as design applications that enable consumer diasporic identity.

This paper uses an innovative methodology that triangulates 58 in-depth interviews with diasporic consumers, 9 interviews with brand managers and designers and a visual analysis of brands (food retailer, spices and nuts, skincare, hair and cosmetics, ice cream and wine) to provide a view of the phenomenon from multiple perspectives.

This study illustrates how and when particular applications and compositions of product and design referents support diasporic identity for Middle Eastern consumers living outside the Middle East. Specifically, it illustrates how the design applications of harmonising (applying separate ancestral homeland and culture of living product and design referents simultaneously), homaging (departing from the culture of living product and design referents with a subtle tribute to ancestral homeland culture) and heritaging (departing from the ancestral homeland culture product and design referents with slight updates to a culture of living style) can enable diasporic identity in particular social situations.

Although applied to the Middle Eastern diaspora, this research opens up interesting avenues for future research that assesses diasporic consumers’ responses to brands seeking to use visual design to engage with this market. Moreover, future research should explore these design applications in relation to issues of cultural appreciation and appropriation.

The hybrid design compositions identified in this study can provide brand managers with practical tools for navigating the design process when targeting a diasporic segment. The design applications and their consequences are discussed while visually demonstrating how they can be crafted.

While previous research mainly focused on how consumption from the ancestral homeland occurred, to the best of the authors’ knowledge, this study is the first to examine how hybrid design compositions that combine a diaspora’s ancestral homeland culture and their culture of living simultaneously and to varying degrees resonate with diasporic consumers.