The verbal and visual components of package design

It is estimated that 73 percent of purchase decisions are made at point of sale. In scanning packs at point of sale, perception is rapid, and quick recognition is important for inclusion in the decision process. Under conditions of rapid perception, there is an advantage for verbal stimuli perceived from the right‐hand side, and for non‐verbal stimuli perceived from the left‐hand side. This advantage probably derives from the laterality of the brain, with word processing generally being handled by the left hemisphere, while the right hemisphere generally processes pictorial matter. This asymmetry of perception implies that to maximise recall, words should be on the right‐hand sides of packs, pictures should be on the left. We tested this, using a tachistoscope to measure difference in recall. The results confirm the asymmetry of perception of elements of packaging.

[1]  M. Annett.  The distribution of manual asymmetry. , 1972, British journal of psychology.

[2]  R. Nebes,et al.  Hemispheric differences in memory search , 1980, Neuropsychologia.

[3]  E. Zurif,et al.  Familial handedness and left-right differences in auditory and visual perception , 1969 .

[4]  Peter Danton de Rouffignac.  Packaging in the marketing mix , 1990 .

[5]  J. Beaumont.  Divided visual field studies of cerebral organisation , 1982 .

[6]  A. Benton.  Laterality: Functional Asymmetry in the Intact Brain. , 1984 .

[7]  R. Sperry,et al.  Some functional effects of sectioning the cerebral commissures in man* , 1962, Proceedings of the National Academy of Sciences.

[8]  Chris Janiszewski,et al.  The Influence of Print Advertisement Organization on Affect Toward a Brand Name , 1990 .

[9]  M. P. Bryden,et al.  Laterality: Functional Asymmetry in the Intact Brain , 1982 .

[10]  A W Ellis,et al.  Left and wrong in adverts: Neuropsychological correlates of aesthetic preference. , 1981, British journal of psychology.

[11]  H. Phillips,et al.  How Customers Actually Shop: Customer Interaction with the Point of Sale , 1993 .

[12]  A. Connolly,et al.  How does design affect decision at point of sale? , 1996 .

[13]  Chris Janiszewski,et al.  Preconscious processing effect: The independence of atti-tude formation and conscious thought , 1988 .

[14]  M S Gazzaniga,et al.  Observations on visual perception after disconnexion of the cerebral hemispheres in man. , 1965, Brain : a journal of neurology.

[15]  Esther Thorson,et al.  Hemispherically Lateralized EEG as a Response to Television Commercials , 1988 .

[16]  Peter H. Bloch.  Seeking the Ideal Form: Product Design and Consumer Response , 1995 .

[17]  Marvin Berkowitz,et al.  Product shape as a design innovation strategy , 1987 .

[18]  Claire E. Weinstein,et al.  Brain-activity responses to magazine and television advertising. , 1980 .

[19]  D. Kimura.  Dual functional asymmetry of the brain in visual perception , 1966 .

[20]  Peter H. Bloch.  Seeking the Ideal Form: Product Design and Consumer Response: , 1995 .

[21]  Al Ries,et al.  Positioning: The Battle for Your Mind , 1981 .

[22]  Alice M. Tybout,et al.  Schema Congruity as a Basis for Product Evaluation , 1989 .

[23]  Eric Paxton Danger.  Selecting Colour for Packaging , 1986 .

[24]  Flemming Hansen,et al.  Hemispheral Lateralization: Implications for Understanding Consumer Behavior , 1981 .

[25]  Mary Jo Bitner,et al.  Servicescapes: The Impact of Physical Surroundings on Customers and Employees: , 1992 .

[26]  J. Davidoff.  Hemispheric Sensitivity Differences in the Perception of Colour , 1976, The Quarterly journal of experimental psychology.

[27]  Julien Behaeghel,et al.  Brand packaging : the permanent medium , 1991 .

[28]  D. Kimura.  Cerebral dominance and the perception of verbal stimuli. , 1961 .