Influence of the orientation of design elements on packaging

Researchers at the University of Oxford UK studied the response of consumers to changes in the orientation of various design elements (e.g., food images) on packaging. In Experiment 1, participants rotated one of the visual elements on packaging. In Experiment 2, they assessed how much participants would be willing to pay for stimuli oriented in a more versus less preferred orientation.
The results of Experiment 1 revealed that participants have distinct, systematic, preferences when it comes to the orientation. In Experiment 2, the preferred orientation did not always elicit the highest willingness to pay. An article about the research is published in Food Quality and Preference.
Click here for an abstract of the article.

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