Unpacking the Influence of Visual Density on Pizza Packaging: Sensory Expectations and Purchase Intentions

Abstract

Visual density, defined as the number of identifiable elements per unit area within a visual design, significantly influences consumer perceptions. This study investigates the effects of varying visual densities in pizza packaging, encompassing both food-related and decorative elements, on consumers’ expectations regarding taste and texture, ultimately influencing their purchase decisions. We conducted a controlled experiment where participants were presented with pizza boxes of differing visual densities. Participants rated their expectations regarding the taste and texture of the pizza, as well as their purchase intentions. Additionally, we measured consumption frequency to evaluate its moderating influence on the observed effects. Results indicate that high-visual-density packaging significantly heightened expectations of taste and texture, independent of the element’s nature—whether food-related or decorative. Enhanced sensory expectations fully mediated the relationship between visual density and purchase intentions. Additionally, high consumption frequency amplified the effect of high visual density on sensory expectations and purchase intentions. These findings contribute to sensory marketing theory by highlighting the importance of visual density in packaging design and the role of consumption frequency. They provide practical implications for food packaging strategies aimed at enhancing consumer experience and satisfaction.