A new behavioral methodology: Measuring the effect of packaging design on shopper’s memory

Maria Alejandra Pinero de Plaza, Larry Lockshin, Rachel Kennedy, Armando Maria Corsi

Research output: Contribution to journalArticlepeer-review

Abstract

An important challenge in packaging is to determine how influential the visual elements are in making preferred packaged goods quick and easy for a shopper to find in competitive retail environments.

Observational studies show the average time taken by shoppers between arriving and leaving a product category display is 12 seconds, with 42 per cent of buyers spending five seconds or less choosing an item.
Original languageEnglish
Number of pages7
JournalExecutive summary: Design for Business: Research
Volume4
Issue number2015
Publication statusPublished - May 2015
Externally publishedYes

Keywords

  • behavioural methodology
  • packaging designs
  • marketers
  • shoppers

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