"Seeing What's Left": The Effect of Position of Transparent Windows on Product Evaluation

Foods
Gregory SimmondsCharles Spence

Abstract

The position of design elements on product packaging has been shown to exert a measurable impact on consumer perception across a number of different studies and product categories. Design elements previously found to influence the consumer through their positioning on the front of pack include product imagery, brand logos, text-based claims, and basic shapes. However, as yet, no empirical research has focused specifically on the relative position of transparent windows; despite the latter being an increasingly prevalent element of many modern packaging designs. This exploratory online study details an experimental investigation of how manipulating the position of a transparent window on a range of visually-presented, novel packaging designs influences consumer evaluations and judgements of the product seen within. Specifically, 110 participants rated 24 different packaging designs (across four product categories: granola, boxed chocolates, pasta, and lemon mousse; each with six window positions: in one of the four quadrants, the top half, or the bottom half) in a within-participants experimental design. Analyses were conducted using Friedman's tests and Hochberg procedure-adjusted Wilcoxon Signed-Rank Tests. Window position was...Continue Reading

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References

Jan 15, 1999·Clinical and Experimental Pharmacology & Physiology·J Ludbrook
May 27, 2004·The Journal of Applied Psychology·Timothy A Judge, Daniel M Cable
Aug 3, 2005·Journal of Personality and Social Psychology·Thomas W Schubert
Oct 20, 2007·Biological Reviews of the Cambridge Philosophical Society·Shinichi Nakagawa, Innes C Cuthill
Sep 3, 2013·Journal of Graduate Medical Education·Gail M Sullivan, Richard Feinn
Apr 5, 2014·Ophthalmic & Physiological Optics : the Journal of the British College of Ophthalmic Opticians (Optometrists)·Richard A Armstrong
Nov 1, 2012·Perspectives on Psychological Science : a Journal of the Association for Psychological Science·Eric-Jan WagenmakersRogier A Kievit
Aug 6, 2015·PeerJ·Andy T WoodsCharles Spence

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