Skip to main content
SpringerLink
Log in

The Role of Virtual Package Shapes in Digital Product Presentation

  • Conference paper
  • First Online:
Book cover Advances in Ergonomics in Design (AHFE 2020)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 1203))

Included in the following conference series:

Abstract

The knowledge on how to present visual content in an ergonomic way is crucial in various fields, especially in a current highly digitized world. The current study investigates how various digital presentations of a high-involvement product influence perceived purchase willingness. Undergraduate students performed a series of pairwise comparisons of smartphone packages, presented on a computer screen. Relative degrees of purchase willingness were computed according to Analytic Hierarchy Process which allows for controlling subjects’ responses consistencies. Three types of a cuboid package deformations were explored: Curved, Tapered, and Tilted. Each type was designed with different Distortion direction (Left, Right or Bottom, Top) and extent (Small, Big). The obtained results were compared with a standard cuboid, comprehensively analyzed and thoroughly discussed.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 169.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 219.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  1. Amir, O., Biederman, I., Hayworth, K.J.: Sensitivity to nonaccidental properties across various shape dimensions. Vision. Res. 62, 35–43 (2012)

    Article  Google Scholar 

  2. Bar, M., Neta, M.: Visual elements of subjective preference modulate amygdala activation. Neuropsychologia 45(10), 2191–2200 (2007)

    Article  Google Scholar 

  3. Bar, M., Neta, M.: The proactive brain: using rudimentary information to make predictive judgments. J. Consum. Behav. 7(4–5), 319–330 (2008)

    Article  Google Scholar 

  4. Berlyne, D.E.: Novelty, complexity, and hedonic value. Percept. Psychophys. 8(5), 279–286 (1970)

    Article  Google Scholar 

  5. Brewer, C., Rettie, R.: The verbal and visual components of package design. J. Product Brand Manage. 1, 56–70 (2000)

    Google Scholar 

  6. Cohen, J.: Statistical Power Analysis for the Behavioral Sciences, 2nd edn. Erlbaum, Hillsdale (1988)

    MATH  Google Scholar 

  7. Gordon, P.C., Holyoak, K.J.: Implicit learning and generalization of the “mere exposure” effect. J. Pers. Soc. Psychol. 45(3), 492–500 (1983)

    Article  Google Scholar 

  8. Grobelny, J., Michalski, R.: Various approaches to a human preference analysis in a digital signage display design. Hum. Factors Ergon. Manuf. Serv. Ind. 21(6), 529–542 (2011). https://doi.org/10.1002/hfm.20295

    Article  Google Scholar 

  9. Grobelny, J., Michalski, R.: The role of background color, interletter spacing, and font size on preferences in the digital presentation of a product. Comput. Hum. Behav. 43, 85–100 (2015). https://doi.org/10.1016/j.chb.2014.10.036

    Article  Google Scholar 

  10. Kayaert, G., Biederman, I., Vogels, R.: Shape tuning in macaque inferior temporal cortex. J. Neurosci. 23(7), 3016–3027 (2003)

    Article  Google Scholar 

  11. Lesch, M.F., Powell, W.R., Horrey, W.J., Wogalter, M.S.: The use of contextual cues to improve warning symbol comprehension: making the connection for older adults. Ergonomics 56(8), 1264–1279 (2013)

    Article  Google Scholar 

  12. Leyssen, M.H.R., Linsen, S., Sammartino, J., Palmer, S.E.: Aesthetic preference for spatial composition in multiobject pictures. I-Perception 3(1), 25–49 (2012)

    Article  Google Scholar 

  13. Ozkan, F., Ulutas, H.B.: Using eye-tracking data to evaluate medicine information leaflets on-screen. J. Math. Stat. Sci. 3(12), 364–376 (2017)

    Google Scholar 

  14. Raghubir, P., Greenleaf, E.A.: Ratios in proportion: what should the shape of the package be? J. Market. 70(2), 95–107 (2006)

    Article  Google Scholar 

  15. Santos, C., Neto, M. J. P., Neves, M.: The influence of infographics in accessing information: multidimensionality in visual representation and configuration of different media. In: Rebelo, F., Soares, M.M. (eds.) Advances in Ergonomics in Design, pp. 497–508. Springer (2019)

    Google Scholar 

  16. Van Rompay, T.J.L., Pruyn, A.T.H., Tieke, P.: Symbolic meaning integration in design and its influence on product and brand evaluation. Int. J. Des. 3(2), 19–26 (2009)

    Google Scholar 

  17. Westerman, S.J., Sutherland, E.J., Gardner, P.H., Baig, N., Critchley, C., Hickey, C., Zervos, Z.: The design of consumer packaging: effects of manipulations of shape, orientation, and alignment of graphical forms on consumers’ assessments. Food Qual. Prefer. 27(1), 8–17 (2013)

    Article  Google Scholar 

Download references

Acknowledgements

The research was partially financially supported by Polish National Science Centre Grant No. 2017/27/B/HS4/01876.

Author information

Authors and Affiliations

  1. Faculty of Computer Science and Management, Wrocław University of Science and Technology, 27 Wybrzeże Wyspiańskiego St., 50-370, Wrocław, Poland

    Rafał Michalski

Authors
  1. Rafał Michalski
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Rafał Michalski .

Editor information

Editors and Affiliations

  1. Faculdade de Arquitetura, Universidade de Lisboa, Lisbon, Portugal

    Francisco Rebelo

  2. School of Design, Hunan University, Changsha, China

    Marcelo Soares

Rights and permissions

Reprints and permissions

Copyright information

© 2020 The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Michalski, R. (2020). The Role of Virtual Package Shapes in Digital Product Presentation. In: Rebelo, F., Soares, M. (eds) Advances in Ergonomics in Design. AHFE 2020. Advances in Intelligent Systems and Computing, vol 1203. Springer, Cham. https://doi.org/10.1007/978-3-030-51038-1_4

Download citation

  • DOI: https://doi.org/10.1007/978-3-030-51038-1_4

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-51037-4

  • Online ISBN: 978-3-030-51038-1

  • eBook Packages: EngineeringEngineering (R0)

Publish with us

Policies and ethics

Search

Navigation