Less is more? Package design simplicity and brand perception. An application to champagne labels

Manon Favier, Gaëlle Pantin-Sohier () and Franck Celhay
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Manon Favier: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage
Gaëlle Pantin-Sohier: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage

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Abstract: This article investigates the impact of the package design complexity on brand perception. 3 Champagne labels, representative of 3 graphic design styles observed on the market, were created and then tested among 305 consumers according to a between-subjects experiment. These 3 labels contain the same text but different graphic designs in order to manipulate the level of simplicity/complexity of the package design. The results allow the verification of different proposals from the literature. They demonstrate a significant impact of the package design's level of simplicity on brand perception as well as on consumer's buying choices. Is using ornaments still a crime? Package design complexity and brand perception with application to Champagne labels (PDF Download Available). Available from: https://www.researchgate.net/publication/318012343_Is_using_ornaments_still_a_crime_Package_design_complexity_and_brand_perception_with_application_to_Champagne_labels [accessed Feb 22 2018].

Keywords: brand personality; Champagne; Complexity; Package design; semiotics (search for similar items in EconPapers)
Date: 2017
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Published in Academy of Marketing Science World Congress, 2017, Christchurch, New Zealand

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01963304

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