First impressions are part of brand communication
People encounter the brand, product information and overall design together. Across seven studies, different combinations of packaging design were found to evoke different brand impressions.
A useful starting point is the intended brand character. Layout, materials and finishes should support that character together.
741 participants and perceived premiumness
An experiment studied 741 UK participants across chocolate, coffee, jam and ice cream packaging. Symmetrical designs were more consistently perceived as premium; colour and curvature effects varied by category and context.
The outcome was perceived premiumness. For a design discussion, the practical lesson is to consider visual order alongside the intended product context.
Perceived quality can shape brand evaluation
Two studies and supplementary tests found that premium packaging for US private brands can influence brand equity and choice through perceived quality and hedonism. Effects depended on consumer characteristics, price consciousness and brand congruity.
Consider the brand position, price and use context together, then translate those decisions into material, artwork, finish and structural requirements.
Bringing the brief into production at Yinjia
Bring a product, packaging reference or new brand direction. We can discuss dimensions, stock, artwork, quantity and intended effects alongside prepress, offset printing, lamination, die-cutting, gluing and inspection.
A clear brief and reviewable physical references help carry the intended brand value through each production stage.
Supporting research
Bring these ideas into your next project.
Arrange a sample discussion
