THE INFLUENCE OF THE TYPE OF A BEVERAGE ON ITS PACKAGING SHAPE

Abstract

A lot of research today implies that packaging attributes have an essential role in attracting consumer attention, creating expectations and influencing product choice. Many studies have documented that people match a variety of tastes, aromas, and flavours to other sensory features, such as shapes and colours. This study investigates the influence of the type of a beverage on its packaging shape. The study is designed to discover what packaging materials, the shape of packaging body and the type of packaging opening consumers prefer for each beverage: milk (chocolate milk, milkshake), soda, juice, yoghurt, fruit yoghurt, water and ice coffee. The investigation was conducted through a survey where participants were asked to choose a packaging shape from a variety of presented shapes. The stimuli that were used were grayscale photographs of packaging without any graphic design applied. These packaging differed not only in shape but also in materials from which they were made and the type of opening system. The result implies that participants that consumed a certain type of drink on regular basis were more open for new different atypical packaging shapes. On the other hand, for products that they consumed less, they preferred a packaging that was most commonly presented and placed on the market where they live. Also, these results support the view of many researchers that delicate and subtle flavours were best presented in packaging with rounded and curvy shapes, while sour and intense flavours are best presented with angular shapes. Characteristic that turned out to be very important was the shape of the packaging body but in terms of ergonomics and ease of use. It was found that there is a positive correlation between aesthetic features and ergonomic features of the packaging. These findings are relevant to those researchers interested in tastevision correspondences, it should contribute to product communication, and it can be used as a base for future research focused on packaging shape and ergonomics.