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dc.rights.licenseCC-BY-NC-ND
dc.contributor.advisorDonker, S
dc.contributor.advisorStuit, S
dc.contributor.authorLoeffen, E.G.P.
dc.date.accessioned2016-11-30T18:00:40Z
dc.date.available2016-11-30T18:00:40Z
dc.date.issued2016
dc.identifier.urihttps://studenttheses.uu.nl/handle/20.500.12932/24875
dc.description.abstractStudies from a wide variety of disciplines have long noted that people tend to attribute human features to nonhuman forms and events. Cartils, a branding and packing design consultancy, was interested in if this phenomenon could be used in packaging design and what influence this would have on the consumers. This study examined the effect of the presence of latent facial features and emotions in packaging design on prominence and appeal. The first part of this study examined which abstract shapes and emotions should be present in label designs, using a search task and a questionnaire. Based on the results, in part two of this study six beer label designs were created, representing a happy, angry and neutral emotion. These design were tested on prominence and appeal, using a three search tasks and a questionnaire, existing of order ranking and interview questions. Results showed to that angry designs stood out the most, but happy designs appealed the most. Further research was recommended to further investigate these effects of emotional packaging, and besides to Cartils was advised to use the methods of the present study for testing label designs in the future.
dc.description.sponsorshipUtrecht University
dc.format.extent3131394
dc.format.mimetypeapplication/pdf
dc.language.isoen
dc.titleWhen your beer smiles at you
dc.type.contentMaster Thesis
dc.rights.accessrightsOpen Access
dc.subject.keywordsEmotions in packaging design; latent emotions; facial features; emotions in labels
dc.subject.courseuuToegepaste cognitieve psychologie


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