Three studies show that product packaging shape serves as a cue that communicates healthiness of food products.
Recent insights and advances in consumer aesthetics research pertaining to elements of packaging, shape and surface appeal, color, dynamism and visual change, embodiment and individual differences are presented.
Whereas simulation of a slim (vs. wide) body shape increases choice likelihood and product attitude when consumers have a health-relevant shopping goal, packaging shape does not affect these outcomes when consumers have a hedonic shopping goal.
In this study, conjoint and cluster analysis were used to investigate the importance of visual attributes (packaging shape and colour) and informational attributes (freshness indicators, shelf life and freshness statements, convenience and taste information) for fresh cod.
Is the packaging shaped like an X? Does it comes with little "Shoes"?
This study investigated the effects of unfamiliar brand names ("Asahi" vs. "Ramune"), package shapes (round vs. angular) and product types (muesli cookie vs. butter cookie) varied in perceived healthiness (low vs. high) on perceived product healthfulness, product evaluation, taste expectations and purchase intention.
[56] suggested studying changes in shape with deformation grids (package shapes of R).
All analyses were conducted using the statistical programming software 'R' [ 64] using the software packages shapes [ 65] and a bind [ 66], as well as some custom-written code (see supplementary information).
These procedures were conducted using the package "shapes" in R. To estimate the amount of measurement error resulting from digitization, replicate measurements were made on a set of 24 O. excavata individuals and 16 T.
With the full set of configurations (Supporting Information, File S1), we performed a full generalized Procrustes analysis (GPA) using the function "procGPA" of the R package "shapes" (version 1.1-9) written by I. L. Dryden and available on the CRAN (http://cran.r-project.org).org
