When Consumers Prefer Simple Packaging—and When They Don't.

A recent study by researchers at Texas Christian University found that minimalist packaging tends to increase the perceived purity and value of food items, unless the product is a store brand or junk food. When consumers see food packaging with minimal text, fewer colors, and plain white or neutral boxes, they assume that the product inside contains few ingredients and is worth paying a premium for. However, this trend does not apply to generic store brands or junk food, where packaging with bright colors, fancy fonts, and bold shapes resonates more with consumers. Marketing managers should consider simple packaging for name-brand and healthy products, and design-heavy packaging for store brands and indulgent items. However, it is important for brands to align the visual design with the actual ingredients to maintain consumer trust. [Extracted from the article]