How to signal product variety on pack: an investigation of color and image cues

IF 2.4 4区 管理学 Q3 BUSINESS
Ella Ward, Jenni Romaniuk, Giang Trinh, John Dawes, Virginia Beal
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引用次数: 0

Abstract

Line Extensions are among the most common form of product launch in packaged goods markets. As part of this process, brand managers must decide the visual design of the new variant’s packaging. To inform this decision making, this research aims to empirically quantify the efficacy of using colors versus images as signals of product variety on pack. We compare the use of color on 576 packs with perceptions of 1,853 category buyers across three categories in the USA. We find that for 84% of variant types, marketers use common colors to signal variety on pack, while consumers perceive that only 56% of variant types are represented by a particular color. Of greater concern, the colors used in practice and those expected by consumers align in only 16% of cases. By comparison, images are linked to variant types to a significantly greater extent (39% of cases). This suggests images are a stronger and more explicit signal of product variety than color. There are multiple implications arising from this study. It expands scholarly research on the use of colors in product extensions and, at the same time, provides a series of valuable benchmarks for industry practice in the portfolio management domain.
如何在包装上显示产品的多样性:对颜色和图像线索的调查
产品线扩展是包装商品市场中最常见的产品发布形式之一。作为这个过程的一部分,品牌经理必须决定新变种包装的视觉设计。为了告知这一决策,本研究旨在实证量化使用颜色与图像作为包装上产品品种信号的功效。我们比较了576个包装上的颜色使用与美国三个类别的1853个类别买家的看法。我们发现,对于84%的变体类型,营销人员使用共同的颜色来表示包装上的多样性,而消费者认为只有56%的变体类型是由特定的颜色代表的。更令人担忧的是,实际使用的颜色与消费者期望的颜色一致的情况仅占16%。相比之下,图像与变异类型的关联程度要大得多(39%的病例)。这表明,与颜色相比,图像是一种更强烈、更明确的产品多样性信号。这项研究产生了多重含义。它扩展了在产品扩展中使用颜色的学术研究,同时,为投资组合管理领域的行业实践提供了一系列有价值的基准。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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