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This study challenged the concept of a single best package design for food products. Research found that typography played a crucial role in the consumer’s perception of the quality and the value of a product. It was also found that, based on the consumer’s purchasing intention, the use of type or graphics on a package could have either a positive or a negative affect on consumer perception of product value and quality. In addition, this study pointed out that these variables require careful testing in the marketplace, which can only be achieved in package designs that can be economically tested with a variety of audiences.
Vogl, Howard E.; Twomey, Colleen L.; Dang, Kristen; and Kelsey, Alexis B.
"The Affect of Versioned Package Design on Various Demographics,"
Journal of Applied Packaging Research: Vol. 7
, Article 3.
Available at: http://scholarworks.rit.edu/japr/vol7/iss1/3