Marketing Letters

, Volume 25, Issue 4, pp 397–407 | Cite as

Light as a feather: Effects of packaging imagery on sensory product impressions and brand evaluation

  • Thomas J. L. van RompayEmail author
  • Marieke L. Fransen
  • Bianca G. D. Borgelink


Inspired by the increasing importance of packaging design for product and brand management, this study tests effects of movement visuals and location of imagery on sensorial product impressions. Participants were exposed to a packaging variant for a fictitious brand of washing powder. Subsequently, they smelled packaging contents, estimated package weight, and evaluated product and brand. Findings show that movement visuals connoting upward (versus downward) movement resulted in the experience of a less concentrated smell, but only when presented in the top-left region of the package. Furthermore, imagery located in the top-left (versus bottom-right) region induced lower estimates of package weight. Additionally, findings show that location and movement visuals impact brand image formation and consumer preference.


Product packaging Branding Design Embodiment Product evaluation 


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Copyright information

© Springer Science+Business Media New York 2013

Authors and Affiliations

  • Thomas J. L. van Rompay
    • 1
    Email author
  • Marieke L. Fransen
    • 2
  • Bianca G. D. Borgelink
    • 3
  1. 1.Department of Industrial Design EngineeringUniversity of TwenteEnschedeThe Netherlands
  2. 2.Amsterdam School of Communication ResearchUniversity of AmsterdamAmsterdamThe Netherlands
  3. 3.Department of Marketing Communication and Consumer PsychologyUniversity of TwenteEnschedeThe Netherlands

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