文档介绍：Ulrich R. Orth & Keven Malkewitz
Holistic Package Design and
Consumer Brand Impressions
This article develops empirically based guidelines to assist managers in selecting or modifying package designs
for achieving desired consumer responses. Seven studies identify the key types of package designs, including the
factors that differentiate those package designs, and determine how these holistic designs are related to consumer
brand impressions. The selection of package designs can be simplified with the use of five holistic types: massive,
contrasting, natural, delicate, and nondescript designs. Sincere brands should have natural package designs,
exciting brands should have contrasting designs, competent brands should have delicate designs, sophisticated
brands should have natural or delicate designs, and rugged brands should have contrasting or massive designs.
The authors discuss the potential trade-offs among the impressions created by holistic design types and illustrate
their findings with numerous real packages.
Keywords: package design, brand personality, gestalt, wine, perfume, petitor
ackage design involves several considerations rang- scheme. In both cases, the overall effect of the package
ing from protecting package contents to es not from any individual element but rather from the
municating desired brand impressions. gestalt of all elements working together as a holistic design.
Because of this wide range, package design is a broad term A significant body of research attests to the importance
spanning engineered functional attributes (., ergonomics, that managers and scholars attach to package design (.,
durability, recyclability) and a package’s visual attributes Bloch 1995; Garber, Burke, and Jones 2000; Hertenstein,
(Bloch 1995). Although we do not want to minimize the Platt, and Veryzer 2005; Rettie and Bruwer 2000; Schoor-
importance of other characteristics, the focus of this article mans and Robben 1997). Taken togeth