Can whimsically cute packaging overcome young consumer product unfamiliarity?

Purpose This paper aims to identify how cute packaging design elements can influence young adult purchases of unfamiliar products, especially the perceived old-fashioned ones. Design/methodology/approach Two studies were conducted systematically with 240 young adults. The first study manipulated product characters, fonts, colors and storytelling styles to determine the cutest packaging elements. Packaging samples containing the cutest elements from Study 1 were tested for their effect on purchase intention in Study 2, moderated by product familiarity. Findings Anthropomorphized product characters, curvy, handwritten-like fonts, a mixture of colors and superhero story-like product information were considered the whimsically cutest packaging elements by young adults. Whimsically cute packaging design can bridge consumer product unfamiliarity and generate higher purchase intention. Practical implications Whimsically cute packaging design could be a promising alternative for marketers promoting unfamiliar products to young adult consumers. Originality/value This study's findings complement existing literature on cute packaging design, whimsical cuteness and extrinsic cue utilization theory.