Persuasive Imagery: A Consumer Response Perspective

By Linda M. Scott; Rajeev Batra | Go to book overview

CHAPTER SEVENTEEN
The Marriage of Graphic Design and
Research—Experimentally Designed
Packages Offer New Vistas
and Opportunities
Richard Bernstein
Howard Moskowitz
Moskowitz Jacobs, Inc., White Plains, New York

For many fast-moving consumer goods, the package is the first experience a consumer has with the product. As part of market our research services, we determine the best packaging options using advanced conjoint methods (Green & Srinivasan, 1978). The work owes much to a psychophysical heritage (e.g. Moskowitz, 1981)— systematic stimulus manipulation coupled with a simple respondent-rating task. The objective is to create mathematical models relating visual appeal to packaging options. End users can define most appealing packages and understand how package features contribute to consumer appeal. This provides client organizations the learning necessary to incorporate consumer input into short- and long-range packaging strategy.

We illustrate the approach with a case study. Because we are presenting real data from a recent study, our mandate for client confidentiality requires many marketing details to be camouflaged.


BACKGROUND

A multinational manufacturer commissioned this work. It wanted to understand the impact and relevance of a variety of packaging options for one of its categories in order to develop the best packaging for its different user groups and different regional markets. Any commonalties leading to a single or limited number of

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