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Is less more or a bore? Package design simplicity and brand perception: an application to Champagne

Author

Listed:
  • Manon Favier

    (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage)

  • Franck Celhay

    (Montpellier Business School)

  • Gaëlle Pantin-Sohier

    (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage)

Abstract

Packaging design as a medium for brand communication has a strong impact on the point-of-purchase decision. Therefore, marketers need a keen understanding of how packaging design influences brand perception. Although many studies have investigated the impact of design elements like color or typeface, few have examined the impact of holistic variables like the degree of elaborateness. This study proposes to fill this gap by investigating the influence of the degree of simplicity/complexity in package design on brand perception. The topic is first investigated through a multidisciplinary approach mobilizing the fields of semiotics, art history and marketing. Then, we conduct an experiment in which three bottles of Champagne operationalizing three levels of simplicity/complexity are tested with a sample of 305 consumers. The results indicate that the simplicity/complexity of a package design has a significant impact on brand perception, with simplicity being associated with modernity, reliability, authenticity, success and sobriety and complexity with seniority, joy, imagination, charm, femininity and sophistication.

Suggested Citation

  • Manon Favier & Franck Celhay & Gaëlle Pantin-Sohier, 2019. "Is less more or a bore? Package design simplicity and brand perception: an application to Champagne," Post-Print hal-01963218, HAL.
    • Handle: RePEc:hal:journl:hal-01963218
    DOI: 10.1016/j.jretconser.2018.09.013
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    Citations

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    Cited by:

    1. Huda Khan & Richard Lee, 2020. "A sociolinguistic perspective of the effects of packaging in bilingual markets," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 130-142, March.
    2. Ma, Jianan & Li, Fangxuan (Sam), 2023. "Does ‘chicken soup for the soul’ on the product packaging work? The mediating role of perceived warmth and self-brand connection," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    3. Sung, Billy & Crawford, Robert & Teah, Min & Stankovic, Michelle & Phau, Ian, 2020. "The “timber box†effect for premium wines," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Dopico-Parada, Ana & López-Miguens, María Jesús & à lvarez-González, Paula, 2021. "Building value with packaging: Development and validation of a measurement scale," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    5. Orlowski, Marissa & Lefebvre, Sarah & Back, Robin M., 2022. "Thinking outside the bottle: Effects of alternative wine packaging," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    6. Ouidade Sabri & Van Doan Hai & Faten Malek & Hager Bachouche, 2019. "When Is Transparent Packaging Beneficial?," Working Papers 2019-006, Department of Research, Ipag Business School.
    7. Pelet, Jean-Éric & Durrieu, François & Lick, Erhard, 2020. "Label design of wines sold online: Effects of perceived authenticity on purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    8. Baek, Eunsoo & Huang, Zhihong & Lee, Seojin Stacey, 2023. "Visual complexity = hedonic? Effects of visually complex packages on consumer perceptions and evaluations of products," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    9. Jaud, David A. & Melnyk, Valentyna, 2020. "The effect of text-only versus text-and-image wine labels on liking, taste and purchase intentions. The mediating role of affective fluency," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    10. Pleyers, Gordy, 2021. "Shape congruence in product design: Impacts on automatically activated attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    11. Tan, Fuqiang & Li, Xi & Agarwal, Reeti & Joshi, Yatish & Yaqub, Muhammad Zafar, 2024. "Does multilingual packaging influence purchasing in retail segment? Evidence from multiple experiments," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

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