Is less more or a bore? Package design simplicity and brand perception: an application to Champagne |
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| Institution: | 1. Université d’Angers, 40 Rue de Rennes, 49035 Angers, France;2. Montpellier Business School, 2300 Avenue des Moulins, 34080 Montpellier, France;1. Shamoon College of Engineering, 84 Jabotinski Street, Ashdod 77245, Israel;2. Ben-Gurion University of the Negev, P.O.B. 653, Beer-Sheva 8410501, Israel;1. Montpellier Business School, MRM – Montpellier Recherche Management, 2300 avenue des Moulins, 34185 Montpellier Cedex 4, France;2. Labex Entreprendre – Université Montpellier 1, MRM – Montpellier Recherche Management, Avenue Raymond Dugrand, CS 59640, 34960 Montpellier Cedex 2, France;3. Ehrenberg-Bass Institute for Marketing Science, School of Marketing, University of South Australia, 70 North Terrace, Adelaide, SA 5000, Australia;1. Division of Human Nutrition and Health, Wageningen University, Stippeneng 4, 6708 WE Wageningen, The Netherlands;2. Consumer Science, Unilever R&D Vlaardingen, Olivier van Noortlaan 120, 3133 AT Vlaardingen, The Netherlands;1. A&F Marketing – Consumer Psychology, Christian-Albrechts-Universität Kiel, Wilhelm-Seelig-Platz 6/7, 24098 Kiel, Germany;2. School of Business, University of Adelaide, Rm 1013, 10 Pulteney St, Adelaide, South Australia 5000, Australia;1. Montpellier Business School, MRM – Montpellier Recherche Management, 2300 Avenue des Moulins, 34185 Montpellier Cedex 4, France;2. Kedge Business School – Bordeaux, Ehrenberg-Bass Institute for Marketing Science, 680 Cours de la liberation, 33405 Talence, France |
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| Abstract: | Packaging design as a medium for brand communication has a strong impact on the point-of-purchase decision. Therefore, marketers need a keen understanding of how packaging design influences brand perception. Although many studies have investigated the impact of design elements like color or typeface, few have examined the impact of holistic variables like the degree of elaborateness. This study proposes to fill this gap by investigating the influence of the degree of simplicity/complexity in package design on brand perception. The topic is first investigated through a multidisciplinary approach mobilizing the fields of semiotics, art history and marketing. Then, we conduct an experiment in which three bottles of Champagne operationalizing three levels of simplicity/complexity are tested with a sample of 305 consumers. The results indicate that the simplicity/complexity of a package design has a significant impact on brand perception, with simplicity being associated with modernity, reliability, authenticity, success and sobriety and complexity with seniority, joy, imagination, charm, femininity and sophistication. |
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| Keywords: | Design Packaging Branding Semiotics Art history Simplicity |
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