It’s clear packaging design is an essential component in the success of any brand, both at the point of sale and in forming purchasing preferences for the future. What might be less apparent is how to harness that design to work for you. A new study sought to determine the effect of label design on consumer preference by asking participants to choose a favorite between different labels on two separate products (water and vodka).
One hundred-sixteen alcohol-consuming participants (49 female, 67 male) with an average age of 22.12 years old were recruited from the University of Leeds for the study. Participants rated eight alternative packaging designs on nine items to create the dependent variables.