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 conferencePaperpeer-review


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 languageEnglish
Number of pages8
Publication statusPublished - 2012
Externally publishedYes
Event41st EMAC Annual Conference - Lisbon, Portugal
Duration: 22 May 201225 May 2012
Conference number: 41st


Conference41st EMAC Annual Conference


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