Effectiveness of transparent food packaging vs. product imagery

Researchers at the University of Oxford UK studied the impact of seeing the food/drink within on product perception or consumer purchase intentions. The experiment compared packaging designs with: a transparent window, an image of the product on opaque packaging, or plain opaque packaging.
The results highlighted the fact that transparent packaging increased willingness to purchase, expected freshness, and expected quality. In addition, participants expected the products to be tastier, to be more innovative, and were more liked overall in several of the product categories that were assessed. An article about the research is published in Food Quality and Preference.
Click here for the article (835 kB).

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