esearch by Xiaoyan Deng and Barbara E. Kahn highlights how the placement of images within packaging designs can significantly impact shopper and consumer perceptions, especially in terms of perceived product heaviness and subsequent evaluations of the product. Their findings provide key insights for marketers on how subtle design choices can influence customer behaviour.
The "Location Effect"
The central concept explored in the research is the "location effect," which states that the placement of a product image within the visual field of a package can affect how heavy or light a product is perceived to be. Specifically, images located at the bottom or right side of a package appear "heavier" than those placed at the top or left side. This effect stems from established principles in Gestalt psychology, where an object's location in a visual field impacts its perceived visual weight. Arnheim's theory of visual perception supports this idea, suggesting that humans naturally associate the bottom and right sides of a visual field with heaviness due to physical forces like gravity.
In practical terms, this means that shoppers and consumers might perceive a product to be heavier, bulkier, or even more substantial based purely on where the image is placed on the package. This has direct implications for marketing strategies, particularly for products where heaviness is seen as a positive attribute (e.g., food products like snacks) or a negative one (e.g., light household items).
The research further explores how the perceived heaviness interacts with the type of product. For products where heaviness is considered a positive attribute, such as snacks or rich foods, consumers tend to prefer packaging where the product image is placed in the "heavier" locations (bottom or right). On the contrary, for products where lightness is valued, such as health-conscious or diet products, images in lighter locations (top or left) are preferred .
This creates a valuable insight for marketers. For example, in the snack food category, placing an image at a bottom or right location can enhance the perception that the product is indulgent, filling, or substantial. In contrast, lighter products like low-fat snacks or health-related items would benefit from a design where the image is placed at the top or left, subtly signalling lightness and health .
The Moderating Role of Consumer Goals
Beyond the inherent characteristics of the product, the consumer’s goals also play a crucial role in how they perceive the packaging. The study demonstrated that consumers with a salient health goal (e.g., individuals on a diet) showed a weaker preference for images placed in heavy locations, even for snacks where heaviness is typically perceived as positive. This suggests that when consumers are consciously thinking about health, they are less influenced by the design cues that signal indulgence and heaviness .
Interestingly, this moderation effect was found to be less pronounced for "healthful snacks" compared to regular snacks. For healthier snack options, even health-conscious shoppers showed some preference for heavier product image locations, indicating that while the health goal affects perception, the type of product still plays a key role .
The Influence of Store Shelf Context
Another critical finding from the research relates to the context in which the product is viewed; specifically, the store shelf. Products do not exist in isolation; they are surrounded by competing products on store shelves, and this context can further influence consumer perception. Deng and Kahn’s research introduced the concept of "contrasting" and "assimilating" contexts. A contrasting context occurs when a product’s packaging design is visually different from others on the shelf, such as a product with a heavy image placement surrounded by products with light image placements. In this scenario, the heaviness effect is accentuated. Conversely, in an assimilating context, where similar packaging designs are grouped together, the heaviness effect diminishes .
This has practical implications for retailers and brand managers. By considering the positioning of competing products, brands can design packaging that stands out on the shelf, potentially amplifying the desired consumer perception of their product. For example, if most competing products have their images placed in light locations, a product with a bottom-right placement might attract more attention and convey a greater sense of substance and quality.
Mediation and Moderation Effects
A key takeaway from the study is the mediation role of perceived heaviness on package evaluation. The researchers found that the location effect (i.e., how the image placement impacts perceived heaviness) directly influenced how favourably the package was evaluated by consumers. Moreover, the store shelf context not only moderated the location effect but also mediated the overall package evaluation .
In simpler terms, the placement of the product image affects how heavy the product seems, which in turn affects whether shoppers view the product favourably or unfavourably. This is further enhanced or weakened depending on how the product is presented alongside others on the store shelf.
Practical Implications for Marketers and Designers
For marketers, these findings underscore the importance of strategic image placement on packaging. The location of the product image is not merely an aesthetic choice but a key factor that can influence consumer perceptions of the product's attributes, such as its heaviness, quality, or suitability for health-conscious consumers. By understanding the relationship between product image location, consumer goals, and the retail context, brands can design more effective packaging that resonates with target shoppers and enhances product appeal.
In summary, the research by Xiaoyan Deng and Barbara E. Kahn provides valuable insights into how packaging design, particularly the location of product images, can influence shopper and consumer perceptions and product evaluations. By carefully considering where to place images on a pack, marketers can create more effective designs that align with consumer preferences and goals, ultimately driving better results in the marketplace.
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