A new method is presented to determine the importance of packaging elements and their combinations, using online memory games and measuring accuracy and reaction-times. It controls for memory and reflects the competitive situation where packs are seen. Importantly it omits verbalisations of behaviour, which has been long distrusted as a reliable method. Pilot results across three product categories find that the largest effect on accuracy comes from colour, then picture/graphic, then typeface. This method can help marketers reviewing current and new packaging designs, and guide decisions about appropriate promotional design.
A new behavioral methodology: measuring the effect of packaging design on shoppers memory
Corsi A
2012-01-01
Abstract
A new method is presented to determine the importance of packaging elements and their combinations, using online memory games and measuring accuracy and reaction-times. It controls for memory and reflects the competitive situation where packs are seen. Importantly it omits verbalisations of behaviour, which has been long distrusted as a reliable method. Pilot results across three product categories find that the largest effect on accuracy comes from colour, then picture/graphic, then typeface. This method can help marketers reviewing current and new packaging designs, and guide decisions about appropriate promotional design.File in questo prodotto:
Non ci sono file associati a questo prodotto.
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
