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Transparency in product packaging is appearing more frequently in the food/drink marketplace. That said, relatively little is known about the impact of seeing the food/drink within (as compared to more traditional opaque packaging designs) on product perception or consumer purchase intentions. The research reported here was specifically designed to address this important issue. Participants in an...
A large body of research has shown that the graphic design of a package influences the perception of the corresponding product and brand. Marketing as well as semiotics literature have therefore acknowledged for a long time that the graphic design of a package is a critical tool for managers to use to communicate about their brands. Yet, the concern remains for managers to understand how the visual...
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