Using anthropomorphic elements in packaging design

Anthropomorphism is the innate human tendency to attribute human or human-like characteristics to non-human entities or objects. Researchers at the Aristotle University of Thessaloniki in Greece investigated anthropomorphism in product packages of the 2010 Nielsen’s Top 100 grocery brands in the UK.
The findings reveal that anthropomorphism is widely used and there appears to be an association between anthropomorphism and product-related attributes. The combination of anthropomorphic package elements and product-related attributes may assist managers in designing their packages. An article about the research is published in the European Journal of Marketing.
Click here for the article (318 kB).

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