Less is more? Package design simplicity and brand perception. An application to champagne labels
Résumé
This article investigates the impact of the package design complexity on 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 the verification of different proposals from the literature. They demonstrate a significant impact of the package design's level of simplicity on brand perception as well as on consumer's buying choices.
Is using ornaments still a crime? Package design complexity and brand perception with application to Champagne labels (PDF Download Available). Available from: https://www.researchgate.net/publication/318012343_Is_using_ornaments_still_a_crime_Package_design_complexity_and_brand_perception_with_application_to_Champagne_labels [accessed Feb 22 2018].