Do prominent warnings make packaging less attractive?

Abstract Despite the importance of packaging attractiveness in product perception, limited research was done on the possible effects of warning messages on the packaging’s visual appeal. Our study investigated the attractiveness of the packaging with prominent and non-prominent warning pictograms. Before this, prominent design properties (i.e. large size and thick lines), which make pictograms highly noticeable, were identified by eye-tracking measurements. The packaging samples were designed especially for the purpose of the study. The results showed that large and thick pictograms were noticed more quickly than small and thin pictograms, and this did not affect people’s perception of the packaging’s attractiveness. Our findings encourage manufacturers to use highly noticeable pictograms in order to increase the likelihood of being detected more easily by the users. This is an important step closer to proper handling of the product.

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