Is Beauty in the Aisles of the Retailer? Package Processing in Visually Complex Contexts
Abstract
Visual appeal is an important consideration in the design of brand packages because attractiveness guides behavior. The visual complexity of a context (i.e., the quantity, irregularity, detail, and dissimilarity of objects) in which a retailer displays a package may impact its attractiveness by influencing attention and processing fluency. Employing consumer samples, and stimuli ranging from the abstract to the realistic, three studies provide...
Paper Details
Title
Is Beauty in the Aisles of the Retailer? Package Processing in Visually Complex Contexts
Published Date
Dec 1, 2014
Journal
Volume
90
Issue
4
Pages
524 - 537
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