L’ornement est-il toujours un crime ? Simplicité du design du packaging et perception de la marque. Une application aux étiquettes de champagne

Manon Favier, Gaëlle Pantin-Sohier () and Franck Celhay
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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 the 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 to verify different proposals from the literature. They demonstrate a significant impact of the package design level of simplicity on the brand perception as well as on the buying choices made by the consumer.

Keywords: brand personality; Champagne; Complexity; design du packaging; Package design; personnalité de la marque; semiotics; sémiotique; simplicité (search for similar items in EconPapers)
Date: 2016
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Published in XXXIIème Congrès de l’Association Française de Marketing, 2016, Lyon, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01963425

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