The Effect of Culture on the Perception of Product Packaging: A Multimethod Cross-Cultural Study

Abstract

This paper aims to find out the differences between Northern European and Northeast Asian consumers product packaging designs perception and choice (based on preference). Focusing on two important product packaging visual design elements – color and picture location – effect on attention, emotions and preference-based choice. Data were obtained in two different culture groups, via two different studies, with a methodological contribution by combining three different methods: eye tracking, facial expressions-based emotion measurement and conjoint analysis. Study 1 (n = 57) findings showed that some level of adaptation strategy is needed for the Northern European and Northeast Asian markets. Even if the differences did not reveal in customers’ explicit preferences (in study 2, n = 258), they can be revealed in implicit, subconscious processes (emotions, attention), which also indicates the need to use a multimethod approach to fully understand different processes of consumer behavior.

Keywords:

• Conjoint analysis
• cross-cultural differences
• eye tracking
• measurement of emotions
• packaging design