Assessing the influence of packaging design symmetry, curvature, and mark on the perception of brand premiumness

Packaging and label design are crucial in facilitating the perception of brand premiumness. However, we know relatively little about how common design characteristics used in a product’ packaging affect consumers' perception of premiumness. Related research suggests that consumers may associate some features, such as symmetry, with premiumness, given their quality connotations. In this article, we report an online study (n = 741) designed to evaluate the influence of curvature (round vs. angular), symmetry (symmetrical vs. asymmetrical), and mark (black vs. no fill) on consumers' premiumness perceptions, across four different food product categories (chocolate, coffee, jam, and ice-cream), and two price conditions. Overall, we find a significant positive effect of symmetry, and a significant effect of mark on all except one product category. The effect of mark and curvature on consumers’ premiumness perception appeared to be affected more by context and product-category. Consistent with evolutionary theory, the results provide evidence for the hypothesis that symmetry is a key indicator of brand premiumness. This contributes to our understanding of the aesthetics of premium brands and suggests specific implications for practitioners. •The influence of packaging's visual features and premiumness perception is assessed.•Relationship between visual features and perception of premiumness was found.•Symmetrical patterns are related to premiumness in food packaging.•Association of black and premiumness was found in most of the products.