Abstract
PurposeThis paper aims to investigate how implying movement in food packaging imagery may affect product liking. Furthermore, the underlying mechanism is investigated by studying the effect of implied motion visuals on design appeal and naturalness perception.Design/methodology/approachTwo packages of pineapple juice were designed in which the implied motion depicted in their imagery was manipulated, and a tasting experiment was conducted in which two samples of the same juice were evaluated.FindingsThe results show that the effect of packaging imagery on product liking occurs indirectly through both design appeal and the product naturalness perception. The results of a parallel multiple-mediator analysis show that (1) depicting implied motion made the package be perceived as more appealing, (2) the product corresponding to the package depicting implied motion was perceived as being more natural, and (3) both effects equally contributed to the positive effect of visuals depicting implied motion on product liking.Originality/valueOverall, these findings widen our understanding of the effects of packaging design on product liking and may help both designers and manufacturers design more appropriate packaging for their products.