The impact of packaging transparency on product attractiveness

Abstract

The aim of the study was to investigate the impact of different levels of packaging transparency on the evaluation of attractiveness of a product within the packaging, in relation to whether it is a healthy or unhealthy product. Consumer preferences during buying decision process were also investigated. The study was conducted by two methods. The first one was related to consumer preferences and was based on a choice task, while the other one was related to packaging attractiveness and was based on subjective evaluation expressed through the Likert scale. Eight samples of packaging were used. They differed according to product type (healthy and unhealthy), and the level of transparency (fully transparent packaging, packaging with two windows, packaging with one window and non-transparent packaging). According to the results, consumers tend to ignore non-transparent packaging, regardless the product healthiness. The findings indicate the importance of thoughtful selection of packaging structure and its material in design process and launching the food products on the retail market.

Keywords

• Packaging
• transparency
• attractiveness
• product
• preference