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• W2968308214 startingPage "73" @default.
• W2968308214 abstract "In crowded retail environments, product packages function as a key agent for brand marketers to grab consumer attention, convey meaning, and evoke emotion. As brands become less able to compete on noticeable differences in product quality, package characteristics are increasingly used for differentiating brands from competitors. Going beyond obvious product cues such as price, ingredients, and nutrition information, brands communicate with consumers more subtly through their packaging. In essence, the visual (and haptic) design of packages enables brands to convey symbolic information which consumers use—often without conscious awareness—to infer meaning. This symbolic quality of brand packages carries great importance because a mismatch between consumer expectations and the meaning communicated by a package possibly damages a brand’s value and reputation. Roughly $30 million losses in revenue and costs by the Tropicana orange juice brand illustrate what can happen when a brand package fails to meet the expectations of consumers who are passionate about it. This chapter focuses on the symbolic meaning conveyed by a beverage's packaging, especially its shape, material, visual elements (e.g., color, typeface, and images), and label design. Practitioners and researchers are provided with an overview of state-of-the-art empirical findings on how package elements separately and in combination convey important brand and product characteristics, including their effects on consumer decision making. In doing so, this chapter highlights the significance of accounting for symbolic information when designing packages to better assist professionals in their quest for the ultimately effective beverage package." @default.
• W2968308214 created "2019-08-22" @default.
• W2968308214 creator A5024884469 @default.
• W2968308214 creator A5068322603 @default.
• W2968308214 creator A5089681947 @default.
• W2968308214 date "2019-01-01" @default.
• W2968308214 modified "2023-09-27" @default.
• W2968308214 title "Symbolic Meaning in Beverage Packaging and Consumer Response" @default.
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