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The influence of design on flower personality: the moderating role of human personality

Author

Listed:
  • Laure Jacquemier-Paquin

    (CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université)

  • Gaelle Pantin-Sohier
  • Caroline Lancelot Miltgen

Abstract

Design, through its sensory attributes, plays a fundamental role in how a product is perceived and understood by a consumer. Through the symbolic associations it generates, it helps shape brand image and brand personality traits. The flower is a singular entity, and its design can be particularly expressive and evocative. It can be assigned human character traits. An experiment on two flower species, tulips and roses, in 509 people, showed that the shape (pointed or rounded petals) and color (pink or red tint) had an impact on the perceived personality of the flower. Sincerity, excitement and ruggedness were characteristic of tulips; sophistication was associated with roses. Dark color and pointed shapes were related to competence and excitement. Human personality profiles then accentuated the dominant traits identified, in particular an individual's agreeableness. Our findings confirm the power of design to shape perceptions and the close link between a consumer's personality and that of the brand.

Suggested Citation

  • Laure Jacquemier-Paquin & Gaelle Pantin-Sohier & Caroline Lancelot Miltgen, 2021. "The influence of design on flower personality: the moderating role of human personality," Post-Print hal-03313847, HAL.
    • Handle: RePEc:hal:journl:hal-03313847
    as

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