Sustainability is become a more important brand asset with the years. Additionally, the majority of consumers have the intention to pay more for environmentally sustainable packaging (Popovic et al., 2020). However, consumers often don’t know what sustainable packaging should look like (Boz et al., 2020). Mostly, consumers categorize packaging in one of three categories: recyclable, re-usable or wasteful.
Rationally speaking, forms wouldn’t have a taste. A circle is a circle and that’s that. Or isn’t it quite that simple?
Although shape and taste are two different sensory experiences, shape does influence taste. Researchers have found that we as humans associate taste qualities with different design features such as curvature, texture, orientation, symmetry, and so on. In fact, the shape of everything, from the product itself to the typeface in which it is presented and the shapes of/on product packaging have all been shown to influence people’s expectations, and sometimes even their experiences.
In this blog we will take a closer look at how shape influences taste and how you could use that knowledge to increase the attractiveness of your product.
The purpose of food packaging has evolved a lot from what it used to be. At first, packaging was mainly used as a means to preserve and transport food items. Later, it was used as a way to gain consumers’ attention in shops and influence their preferences. More recently, a growing interest has been placed on how packaging can contribute to the multisensory experience of consumption.
But how come that something like packaging, which does not objectively alter the actual taste of food, can have so much impact? Let’s delve into how visual elements on food packaging can change taste expectations!
Few marketers would dispute that brand image is an essential part of the DNA of any successful brand that’s out there today. However, as important as brand image may be, the construct does pose quite a challenge: measurement.
Over many decades, studies show that the top-performing brands on brand image scales outperform competitors on a variety of outcomes. To name a few, a positive brand image results in the brand grabbing more attention, increasing the consumer’s willingness to pay price premium, and even succeeds in making the product usage experience more pleasant. You can deem brand image as the heart of a brand, pumping oxygen into the many separate systems that keep it healthy and thriving.
We may have just uncovered the secret behind unboxing videos: activating viewers’ mirror neurons so that they feel the hands and objects in the scene are theirs.
This new phenomenon labeled the Vicarious Haptic Effect is so strong that not even contagion warnings were enough to halt it, making viewers value a product more highly (both psychologically and monetarily) despite the risk to their health.
But here’s a caveat: the displayed hand interaction must be meaningful, showing what the scientists call “diagnosticity”. Let's find out more!
