Shapes, Textures and Customer Responses – A Study of Visual Design Features

Abstract

This study examines the effects of two visual design features (i.e., dimensionality of shape and texture) on psychological responses and behavioral intentions of customers towards perfume containers. The boundary condition of buying in online and/or offline settings for the same effects is also studied. Cue utilization theory was used in developing the conceptual model. Responses were collected through two surveys, each conducted with 200 respondents. Respondents included potential customers of perfumes, including students and faculty members from the educational institutions. The dimensionality of shape and visual texture of perfume containers have significant differential effects on psychological responses and behavioral intentions of customers. Findings mainly indicate that the ‘cuboid’ shape and the ‘glass’ texture of perfume containers generate more favorable customer responses. Moreover, the buying mode acts as a boundary condition for multiple effects. Findings provide valuable implications for practitioners, including designers, producers, marketers, retailers, etailers, and managers of perfume products. Such implications are particularly related to the containers (packaging) of perfumes.  Existing research on understanding the effects of two important design features (i.e., shape and texture) on customer responses is quite limited. In addition, since product design features and customer responses towards them may evolve over time in various contexts, the research on understanding their relationship needs to be updated.