The Effect of Package Shape on Apparent Volume: An Exploratory Study with Implications for Package Design
We examine a range of standard package shape types and test their effects on volume perception. Results show that consumers group most existing standard packages into four distinct shape categories, including cylinders, kegs, bottles, and spatulates. Each shape type has characteristic effects on vol...
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| Veröffentlicht in: | Journal of marketing theory and practice 2009-07, Vol.17 (3), p.215-234 |
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| creator | Garber, Lawrence L. Hyatt, Eva M. Boya, Ünal Ö. |
| description | We examine a range of standard package shape types and test their effects on volume perception. Results show that consumers group most existing standard packages into four distinct shape categories, including cylinders, kegs, bottles, and spatulates. Each shape type has characteristic effects on volume appearance. Geometrically complex forms appear smaller than simple forms, suggesting that containers displaying different levels of geometric complexity evoke different consumer estimation strategies. For compound complex forms, composed of the conspicuous joining of two or more simple parts, including necks, shoulders, bodies, and feet, consumers key on the body as a sole indicator of volume. |
| doi_str_mv | 10.2753/MTP1069-6679170302 |
| format | Article |
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| ispartof | Journal of marketing theory and practice, 2009-07, Vol.17 (3), p.215-234 |
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| source | Jstor Complete Legacy; Business Source Complete |
| subjects | Bottles Brands Consumer goods Consumer research Consumers Consumption Cylinders Design Estimated taxes Geometric shapes Heuristics Market strategy Marketing Memory Package design Packaged goods Packaging Regression analysis Studies Volume |
| title | The Effect of Package Shape on Apparent Volume: An Exploratory Study with Implications for Package Design |
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