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<p>This meta-analysis examines how visual packaging elements influence consumer responses across 1,213 effects from 280 studies in 119 papers. We synthesize the impact of eight key visual elements—size, color, shape, material, background, imagery, logo design, and text design—on outcomes ranging from package perceptions to product inferences and behaviors, including both cognitive and affective outcomes. Results show that size has the strongest overall effect, and aesthetic elements outperform functional ones. Importantly, the effectiveness of visual packaging design increases when the element matches the type of outcome variable. In particular, elements processed at earlier perceptual stages (e.g., shape, size) have a stronger effect on package perceptions, but not on product inferences or behaviors. Similarly, aesthetic elements have a stronger impact on affective outcomes, whereas functional elements do not exert stronger effects on cognitive outcomes. This study offers a comprehensive synthesis of the fragmented packaging literature and introduces a novel framework for understanding the effectiveness of visual packaging design.</p>

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Unpacking packaging—a meta-analysis on the effects of visual packaging elements

  • 期刊论文

  • 发表日期：

    2026年6月24日

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  • Timpe Callebaut,
  • Iina Ikonen,
  • Kelly Geyskens,
  • Kathleen Cleeren

摘要

This meta-analysis examines how visual packaging elements influence consumer responses across 1,213 effects from 280 studies in 119 papers. We synthesize the impact of eight key visual elements—size, color, shape, material, background, imagery, logo design, and text design—on outcomes ranging from package perceptions to product inferences and behaviors, including both cognitive and affective outcomes. Results show that size has the strongest overall effect, and aesthetic elements outperform functional ones. Importantly, the effectiveness of visual packaging design increases when the element matches the type of outcome variable. In particular, elements processed at earlier perceptual stages (e.g., shape, size) have a stronger effect on package perceptions, but not on product inferences or behaviors. Similarly, aesthetic elements have a stronger impact on affective outcomes, whereas functional elements do not exert stronger effects on cognitive outcomes. This study offers a comprehensive synthesis of the fragmented packaging literature and introduces a novel framework for understanding the effectiveness of visual packaging design.