Designing for Clarity: Investigating the Effects of Packaging Complexity on Consumer Perception

Packaging design plays a crucial role in shaping consumer behavior. Excessive design complexity can disrupt visual attention and information processing, 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, through the lens of visual attention. Building on existing conceptualization of design complexity, we focus on the quantity of informative and non-informative elements present on the packaging. We investigated the effects of these design elements on consumer perception and decision-making using eye-tracking and behavioral measures. The research contributes to the literature on visual complexity in packaging by elucidating the role of visual attention patterns in shaping consumer attitudes and purchase intention towards packaged food products. Findings offer insights into optimizing packaging design for both clarity and appeal, balancing aesthetics with functional effectiveness to enhance consumer experience and promote sustainable consumption.