A new method to measure behavioral responses to packaging design elements

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

A new method to measure behavioral responses to packaging design elements

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

Research output: Contribution to conference › Paper › peer-review

Abstract

Most packaging design studies have focused on the analysis of verbalisations of behaviour, which has long been questioned as a reliable research method. A new method incorporating memory and packaging recognition is presented to determine the importance of packaging elements and their combined effects, using a sequence of experiments (three online memory games) and measuring accuracy and reaction-times when one element is neutralised. In three pilot product categories the largest effect on accuracy came from colour, then picture/graphic, and typeface. This method can help marketers reviewing current and new packaging designs and promotional design changes under competitive situations.

Original language	English
Pages	1-8
Number of pages	8
Publication status	Published - 2012
Externally published	Yes
Event	41st EMAC Annual Conference - Lisbon, Portugal Duration: 22 May 2012 → 25 May 2012 Conference number: 41st

Conference

Conference	41st EMAC Annual Conference
Country/Territory	Portugal
City	Lisbon
Period	22/05/12 → 25/05/12

Australian Postgraduate Award, Deakin University, AU. 2013-2014
Pinero de Plaza, Maria Alejandra (Recipient), 2013
Prize: Honorary award
Australian Postgraduate Award, University of South AU. 2010-2012
Pinero de Plaza, Maria Alejandra (Recipient), 2010
Prize: Honorary award

Research Program: Visibility and Technological Solutions for Frail, Homebound and Bedridden People - FHBP
Maria Alejandra Pinero de Plaza (Participant), Penelope McMillan (Participant), Alline Beleigoli (Participant), Michael Lawless (Participant), Alexandra Mudd (Participant), Mandy Archibald (Participant), Matthew Tieu (Participant), Rebecca Feo (Participant), Erin Morton (Participant), Belinda Lange (Participant), Mark Thompson (Participant), Danielle Taylor (Participant), Sue Gordon (Participant), Agustina Gancia (Participant), Sarah Hunter (Participant), Kathy Phelan (Participant), Robyn Clark (Participant), Ricky Buchanan (Participant), Renuka Visvanathan (Participant) & Alison Kitson (Participant)
Jun 2022 → Jun 2026
Activity: Other activity types › Other

Cite this

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title = "A new method to measure behavioral responses to packaging design elements",

abstract = "Most packaging design studies have focused on the analysis of verbalisations of behaviour, which has long been questioned as a reliable research method. A new method incorporating memory and packaging recognition is presented to determine the importance of packaging elements and their combined effects, using a sequence of experiments (three online memory games) and measuring accuracy and reaction-times when one element is neutralised. In three pilot product categories the largest effect on accuracy came from colour, then picture/graphic, and typeface. This method can help marketers reviewing current and new packaging designs and promotional design changes under competitive situations.",

author = "{Pinero de Plaza}, {Maria Alejandra} and Larry Lockshin and Rachel Kennedy and Armando Corsi",

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TY - CONF

T1 - A new method to measure behavioral responses to packaging design elements

AU - Pinero de Plaza, Maria Alejandra

AU - Lockshin, Larry

AU - Kennedy, Rachel

AU - Corsi, Armando

N1 - Conference code: 41st

PY - 2012

Y1 - 2012

N2 - Most packaging design studies have focused on the analysis of verbalisations of behaviour, which has long been questioned as a reliable research method. A new method incorporating memory and packaging recognition is presented to determine the importance of packaging elements and their combined effects, using a sequence of experiments (three online memory games) and measuring accuracy and reaction-times when one element is neutralised. In three pilot product categories the largest effect on accuracy came from colour, then picture/graphic, and typeface. This method can help marketers reviewing current and new packaging designs and promotional design changes under competitive situations.

AB - Most packaging design studies have focused on the analysis of verbalisations of behaviour, which has long been questioned as a reliable research method. A new method incorporating memory and packaging recognition is presented to determine the importance of packaging elements and their combined effects, using a sequence of experiments (three online memory games) and measuring accuracy and reaction-times when one element is neutralised. In three pilot product categories the largest effect on accuracy came from colour, then picture/graphic, and typeface. This method can help marketers reviewing current and new packaging designs and promotional design changes under competitive situations.

M3 - Paper

SP - 1

EP - 8

T2 - 41st EMAC Annual Conference

Y2 - 22 May 2012 through 25 May 2012

ER -

A new method to measure behavioral responses to packaging design elements

Abstract

Conference

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Prizes

Australian Postgraduate Award, Deakin University, AU. 2013-2014

Australian Postgraduate Award, University of South AU. 2010-2012

Activities

Research Program: Visibility and Technological Solutions for Frail, Homebound and Bedridden People - FHBP

Cite this