2017 Competitive Research Paper

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The poorly designed packaging and the high-resolution image of Prizm to attract weaker participant preferences. The task involved applying the same design elements.

A team of researchers from the Institute of Communications Research at the University of Illinois at Urbana-Champaign experimented with the effects of package design on consumers’ attitudinal and behavioral responses. As the team needed sample images for surveying, I joined them in 2016 to create a custom brand and product for comparing different visual and image qualities. Prizm, the name of a paint product line, was tested with well- and poorly designed packaging and with high- and low-resolution images. The survey had 413 responses confirming participants’ preferences for both well-designed packaging and high-resolution images by generating favorable inferences, greater purchase intentions, and positive customer reviews.