Buying bags of crisps – The influence of packaging design

Researchers at the Universidad de Zaragoza in Spain analysed the influence of packaging design on consumer expectations of a series of attributes and on willingness to buy for a bag of crisps. First 4 stimuli were created in which the packaging material and the image displayed were varied. They found that the image had a greater influence than the packaging material.
Then an analysis was made of the most effective way (visual cues versus verbal cues) to transmit the information that the crisps were fried in olive oil. For all the attributes, higher scores were obtained with the image than with the text. An article about the research is published in Food Research International.
Click here for an abstract of the article.

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