When more is more: How maximalist packaging and ornament type shape brand perceptions

The visual appearance of product packaging plays a key role in brand differentiation and communication. This article examines the branding implications of maximalist versus minimalist packaging styles and the influence of organic versus geometric ornamental patterns in maximalist designs. Based on art history literature, we develop hypotheses and test them across seven studies (N = 1,561). Results show that consumers associate maximalist packaging with a cheerful brand identity and minimalist packaging with a serious one. As a result, attitudes toward brands with a cheerful identity are enhanced through perceived congruency when they adopt maximalist packaging. Additionally, we find that organic patterns reinforce perceptions of brand traditionality, while geometric patterns signal modernity. Thus, when a traditional brand uses organic patterns in maximalist packaging, perceived congruency strengthens, which subsequently enhances brand attitude.