Oguz, E orcid.org/0000-0002-9980-7757 and Marsden, J (2022) How consumers interpret visually similar packaging. In: DRS2022: Research Papers. DRS2022, 25 Jun - 03 Jul 2022, Bilbao, Spain. Design Research Society
Abstract
This study explored how leader brands might use design to better manage the challenge of copycat packaging. Online semi-structured interviews incorporating photo-elicitation were conducted with 37 interviewees to understand how consumers perceive and differentiate between visually similar packaging from fast-moving consumer goods (FMCG) categories. Our findings show that participants find similarity in colour scheme and similarity in product name more likely to lead to mistaken purchases of copycat brands. These findings suggest that leader brands could minimise the impact of copycat brands by using their packaging designs to emphasise the protectable characteristics of their brands. This research contributes to the discussion on copycat phenomena by highlighting how design can play a central role in mitigating copycat packaging, and should be considered alongside more traditional reactive mitigation tools.
Metadata
Item Type: | Proceedings Paper |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | This item is protected by copyright. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
Keywords: | copycat, packaging design, similarity, consumer’s purchase decision |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Design (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 05 Jul 2022 13:10 |
Last Modified: | 05 Jul 2022 13:10 |
Status: | Published |
Publisher: | Design Research Society |
Identification Number: | 10.21606/drs.2022.554 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:188413 |
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Filename: How consumers interpret visually similar packaging.pdf
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