Sun Cong, Ding Yuechun, Meng Xing
Pan Tianshou College of Architecture, Art and Design, Ningbo University, Ningbo 315211, China.
School of Business, Ningbo University, Ningbo 315211, China.
Foods. 2024 Aug 17;13(16):2567. doi: 10.3390/foods13162567.
Visual density, defined as the number of identifiable elements per unit area within a visual design, significantly influences consumer perceptions. This study investigates the effects of varying visual densities in pizza packaging, encompassing both food-related and decorative elements, on consumers' expectations regarding taste and texture, ultimately influencing their purchase decisions. We conducted a controlled experiment where participants were presented with pizza boxes of differing visual densities. Participants rated their expectations regarding the taste and texture of the pizza, as well as their purchase intentions. Additionally, we measured consumption frequency to evaluate its moderating influence on the observed effects. Results indicate that high-visual-density packaging significantly heightened expectations of taste and texture, independent of the element's nature-whether food-related or decorative. Enhanced sensory expectations fully mediated the relationship between visual density and purchase intentions. Additionally, high consumption frequency amplified the effect of high visual density on sensory expectations and purchase intentions. These findings contribute to sensory marketing theory by highlighting the importance of visual density in packaging design and the role of consumption frequency. They provide practical implications for food packaging strategies aimed at enhancing consumer experience and satisfaction.
视觉密度被定义为视觉设计中每单位面积可识别元素的数量，它对消费者认知有显著影响。本研究调查了披萨包装中不同视觉密度（包括与食物相关和装饰性元素）对消费者在口味和质地方面期望的影响，最终影响他们的购买决策。我们进行了一项对照实验，向参与者展示了具有不同视觉密度的披萨盒。参与者对披萨的口味和质地期望以及购买意愿进行了评分。此外，我们测量了消费频率以评估其对观察到的效果的调节作用。结果表明，高视觉密度包装显著提高了对口味和质地的期望，而与元素的性质无关——无论是与食物相关还是装饰性的。增强的感官期望完全介导了视觉密度与购买意愿之间的关系。此外，高消费频率放大了高视觉密度对感官期望和购买意愿的影响。这些发现通过强调视觉密度在包装设计中的重要性以及消费频率的作用，为感官营销理论做出了贡献。它们为旨在提升消费者体验和满意度的食品包装策略提供了实际启示。
