Packaging designers often combine a variety of elements—text, illustration, color—in complex designs meant to attract consumers' attention. In many cases, according to a new series of studies, they'd get better results from a simpler approach.
In the first study, the researchers worked with data from the U. S. supermarket chain Kroger. They gathered all product images across four consumable categories—shampoo, deodorant, crackers, and cereal—along with each product's name, brand, retail(零售) price, and weight. Independent research assistants rated the images on complexity of design. Mapping the ratings against each product's price per ounce showed that the simpler the package was, the higher the product's unit price—suggesting that people are willing to pay more when items are presented simply.
In the following experiments, the researchers created simple and complex packages for trail mix and showed one or the other to each of 362 university students. The students indicated the highest amount they would pay for the snack, reported whether they thought it contained few or many ingredients and how pure they believed it to be, and rated the package on attractiveness and simplicity. Those who saw the simple design were willing to pay more, even though they were less likely than people who saw the complex design to award high marks on attractiveness. The simple design got higher scores on purity, and participants believed the product contained fewer ingredients. Repeating the experiment with a different item—hand lotion(护手霜)—got similar results.
"Simplifying packaging design may be an efficient way to convey product information independent of text, "the researchers write. Additional experiments showed that the boost from a simple design was less pronounced when the product's ingredients were highlighted on the package; consumers then had no need to guesspurity.
