‘Shaping perceptions’: Exploring how the shape of transparent windows in packaging designs affects product evaluation

Abstract Much previous work has demonstrated that the shape of different design elements, when viewed in relation to food, can influence consumers’ evaluations, perceptions, and intentions regarding the food viewed. However, relatively few studies have focused specifically on packaging design and, to date, just one has considered the shape of transparent packaging, a prevalent feature of modern packaging designs. We report the results of two within-participants online studies aimed at rapidly exploring the consequences of any crossmodal correspondences elicited by shape in the novel context of transparent windows on packaging design. Across both experiments, 209 participants viewed a subset of 7 window shapes, across 4 ‘faux’ brands in different product categories. Each packaging design was rated for expected overall liking of the product; willingness to purchase, tastiness, sourness, and sweetness, design innovativeness, and design attractiveness. Certain previous findings were replicated, in that a preference for circular (vs. rectangular) windows, and for upwards- (vs. downwards-)pointing triangles, was found. However, crossmodal correspondences between circular shapes and sweetness, and angular shapes and sourness, were not robustly observed. Explanations for this unpredicted finding are suggested. Furthermore, implications and recommendations for commercial practitioners of packaging design are made.

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