A fascinating study by researchers at the Catholic University of the Sacred Heart dives into this phenomenon, revealing how packaging material, glass versus plastic, affects our judgments of quality and taste.
What Was the Study About?
This research explored how people perceive food packaging, focusing on materials (glass and plastic) and their visual and tactile features. The authors assessed how packaging shapes our perceptions of product quality and taste, even when the contents are identical. They tested this with 30 participants interacting with various packages across three conditions: visually, through touch (haptic), or both. The study spanned six types of food products typically found in glass (e.g., wine, honey) and plastic (e.g., milk, juice) containers.
The twist? After participants formed impressions of the packaging, they blind-tasted the same products repeatedly, but in different types of packaging, without knowing they were sampling identical items.
Key Findings
- Glass is King for Perceived Quality Participants consistently rated glass-packaged products as higher quality and more pleasant than those in plastic. This preference was especially pronounced for products we’re accustomed to seeing in glass, such as wine and honey. Familiarity played a critical role here.
- The Power of Transparency and Shape Plastic containers that mimicked the transparency and shape of glass performed better in terms of likeability. On the other hand, opaque or unusually shaped plastic containers were less appealing and often deemed to hold lower-quality products.
- Packaging Influences Taste Perception In blind tastings, products believed to be from glass containers were rated tastier and of higher quality, despite being identical to their plastic-packaged counterparts. However, for items typically associated with plastic packaging (like yogurt or juice), this effect diminished.
- Haptic and Visual Cues Work Together How participants explored packaging, whether visually, by touch, or both, impacted their perceptions. For instance, glass containers required less effort to identify and were preferred over opaque or irregularly shaped plastic containers, which took longer to process.
What Does This Mean for Brands?
For brands, the study underscores the importance of aligning packaging material and design with consumer expectations. Products traditionally seen as “premium” should stick with glass or adopt high-quality plastic alternatives that mimic its look and feel. The findings also suggest that novel packaging designs may backfire if they deviate too much from consumer norms.
The Takeaway for Sustainability
The shift to plastic packaging is often driven by cost and sustainability goals, as plastic is lighter and reduces transportation emissions. However, this transition comes with a challenge: ensuring that consumer perceptions of quality aren’t compromised. Brands need to innovate in plastic packaging design, focusing on transparency, weight, and shape, to replicate the premium feel of glass.
Food for Thought
Next time you pick up a bottle of wine or a jar of honey, take a moment to consider how its packaging has influenced your perception. Is it the contents you’re drawn to, or the packaging’s subtle promise of quality and care? This study reminds us that our senses, and even our taste buds, don’t operate in isolation; they’re deeply influenced by what we see and feel.
If you'd like to know more (much more) about the psychology of packaging and the absolute wealth of low hanging fruit currently available for your brand(s), please, reach out.
I'm Phillip Adcock, I explain how your customers think & make decisions so that you can engage with them more effectively. Together, we can unlock the power of Behavioural Science & transform your business.
