Tough package, strong taste: The influence of packaging design on taste impressions and product evaluations

This study examines the influence of packaging design on taste impressions. Building forth on research addressing transfer effects of symbolic associations from one sense to another, in this study it was studied if, and to what extent, potency-related associations portrayed by shape curvature and color saturation of yoghurt packages transfer to subsequent taste experiences. Furthermore, the influence of participants' sensitivity to design was taken into account. Data were collected during a field study in the entrance hall of a large supermarket. Results indicate that associations portrayed by shape curvature in particular transfer to taste experiences, but that these effects are most pronounced for participants with a sensitivity to design. In addition, the findings presented indicate that shape curvature and color saturation may impact more general product evaluations and price expectations as well.