The Impact of White Space Ratio of Product Packaging on Consumers’ Purchase Intention

Abstract

—In recent years, minimalism has been pursued in design, and more and more product packaging has used a lot of white space, but there is still no accurate guide for white space in different categories of products. The purpose of this study is to explore the influence of white space ratio in packaging design on consumers’ purchase intention of high-end products and low-end products, and the preferences of different income groups on white space ratio. Respondents are 405 people in China, and the study is quantitative, using independent sample tests and one-way ANOVA tests to answer research questions. This study shows that for low-end products, the lower the white space ratio, the greater the consumer’s willingness to buy, while for high-end products, the higher the white space rate, the lower the consumer’s purchase intention. In addition, for both low-end and high-end products, high-income groups prefer packaging designs with higher white space ratio.