Signalling product healthiness - Effects of package shape

In 3 studies, researchers at Leiden University (NL) show that product packaging shape serves as a cue that communicates healthiness of food products. They found that packaging that simulates a slim body shape acts as a symbolic cue for product healthiness (e.g., low in calories), as opposed to packaging that simulates a wide body shape. Furthermore, they found that the effect of slim package shape on consumer behaviour is goal dependent. In Study 3, they used a shelf with authentic products, and found that a slim (as opposed to wide) package shape increases on-shelf product recognition and increases product attitude for healthy products. An article about the research is published in Appetite.
Click here for an abstract of the article.

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