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

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

SUBMITTER: Simmonds G 

PROVIDER: S-EPMC6164523 | biostudies-literature | 2018 Sep

REPOSITORIES: biostudies-literature