It’s early morning and you’re having your first coffee. Not too strong, not too weak. Just as you like it. You feel energized. Ten minutes later you’re on your laptop checking your emails and your social media. You decide to look at your Amazon account and see if your favourite coffee table is still available. Yes, it is, and it now includes free shipping! Add to cart. You’re now recommended luxury scented candles to match the table design. As well as beautiful decor items such as a chic lamp, a stylish vase and a set of artificial plants in pots that are way too expensive (even if water-wise)! Not a planned shopping spree, but you feel compelled to get them all. OK, done! Just four days until they’re shipped!
Wait, how did this happen? Did your coffee have anything to do with it? And if so, is coffee capable of making me shop more every time I have a cup of it?
The average internet user is bombarded with a stream of online banners on a daily basis. From promotional offers to brand advertisements, these digital displays attempt to capture our attention while navigating websites, tempting us to engage with the advertised content. But what differentiates an effective banner from a forgettable one? How can marketers cut through the noise and leave a lasting impression on their target audience?
If you're a food lover, chances are you've been lured by a mouth-watering package design at least once. But did you know that the shape and color of packaging can also affect your perception of taste? The days where the sole purpose of a product’s packaging was to protect its content are over. As visual creatures, we often base our purchase decisions on the visual appearance of products. That’s why packaging plays a key role in setting product-related expectations. Packaging design can communicate a product's quality, value, and taste, which can influence consumers' purchasing decisions.
But how exactly can packaging design influence our taste expectations of food and beverage products?
Imagine you are walking through the city center on a cold winter day. You come across an ad displaying the perfect hot chocolate and you start craving some warmth. One minute later, you find yourself standing in line to grab one.
It is not very surprising that hot chocolate ads work better during winter time than summer time. But did you know that you can boost your ad by adjusting it to the surrounding temperature for almost any product?
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.