From Simplicity to Overload: How Packaging Design Complexity Shapes Consumer Attitudes and Purchase Intentions

Packaging design plays a crucial role in consumer purchasing behavior. However, excessive design complexity may lead to cognitive overload, impairing information processing and influencing product perceptions. This research examines how packaging design complexity affects consumer perceptions of sustainability, healthiness, tastiness, and naturalness, as well as purchase intentions, within the framework of cognitive load theory. Building on Pieters et al.’s (2010) conceptualization of design complexity, we focus on three key elements: (1) quantity of geometrical elements, (2) textual complexity, and (3) graphical elements. We propose to investigate the effects of these design elements on consumer perception and decision-making through eye-tracking and behavioral measures. The eye-tracking study will measure cognitive load through pupil dilation, dwell time, fixation count, fixation duration, and fixation frequency. This research contributes to the literature on visual complexity in packaging by elucidating the role of cognitive load in shaping consumer attitudes and purchase intention towards packaged food products. Findings will offer insights into optimizing packaging design for clarity and appeal, balancing aesthetics with functional effectiveness to enhance consumer experience and promote sustainable consumption.