Without words: the effects of packaging imagery on consumer perception and response. (June 2020)

• Record Type: Journal Article
• Authors: Gil-Pérez, Ignacio; Rebollar, Rubén; Lidón, Iván
• Is Part Of: Current opinion in food science. Volume 33(2020)
• Page Start: 69
• Page End: 77
• Publication Date: 2020-06
• Subjects: Food -- Microbiology -- Periodicals; Food -- Analysis -- Periodicals; Food -- Biotechnology -- Periodicals; Food -- Periodicals; Food -- Research -- Periodicals; Nutrition -- Periodicals; Food -- Biotechnology; Food -- Microbiology; Food -- Analysis; Food; Food -- Research; Nutrition; Food Technology -- Periodicals; Food Analysis -- Periodicals; Food Microbiology -- Periodicals; Periodicals; Electronic journals; 641.3
• DOI: 10.1016/j.cofs.2019.12.006
• Languages: English
• ISSNs: 2214-7993

Abstract

Highlights: Literature on the effects of packaging imagery on consumer perception is summarized. Consumers infer meaning from packaging imagery, thus shaping their expectations. The salient attributes of the imagery tend to be projected to the packaged product. Packaging imagery can be used to nudge consumers to healthy food choices. Despite its advantages, using packaging imagery is not always recommended. Abstract : Scientific interest in understanding how packaging imagery influences consumer perception and response has increased in the last decade. Research show that the attributes of what is depicted on imagery anchor consumers' judgements, affecting how the product within is evaluated and perceived, and that consumers interpret the symbolic attributes of imagery according to their grounded bodily experience with the physical world. In addition, recent advances show that the meaning inferred from ambiguous images can be modulated by manipulating some of the images' features, and that imagery can play a relevant role in terms of modulating consumption and promoting health choices. The practical implications of these findings are discussed.