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How maximalist packaging and ornament type shape brand perceptions

Journal Article (2025)
Author(s)

Manon Favier (Essca School Of Management)

Franck Celhay (MBS - School of Business)

Gaëlle Pantin-Sohier (University of Angers, Angers)

L. Magnier (TU Delft - Responsible Marketing and Consumer Behavior)

Research Group
Responsible Marketing and Consumer Behavior
DOI related publication
https://doi.org/10.1016/j.jbusres.2025.115674
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Publication Year
2025
Language
English
Research Group
Responsible Marketing and Consumer Behavior
Bibliographical Note
Green Open Access added to TU Delft Institutional Repository as part of the Taverne amendment. More information about this copyright law amendment can be found at https://www.openaccess.nl. Otherwise as indicated in the copyright section: the publisher is the copyright holder of this work and the author uses the Dutch legislation to make this work public.@en
Volume number
201
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Other than for strictly personal use, it is not permitted to download, forward or distribute the text or part of it, without the consent of the author(s) and/or copyright holder(s), unless the work is under an open content license such as Creative Commons.

Abstract

The visual appearance of product packaging plays a key role in brand differentiation and communication. This article examines the branding implications of maximalist versus minimalist packaging styles and the influence of organic versus geometric ornamental patterns in maximalist designs. Based on art history literature, we develop hypotheses and test them across seven studies (N = 1,561). Results show that consumers associate maximalist packaging with a cheerful brand identity and minimalist packaging with a serious one. As a result, attitudes toward brands with a cheerful identity are enhanced through perceived congruency when they adopt maximalist packaging. Additionally, we find that organic patterns reinforce perceptions of brand traditionality, while geometric patterns signal modernity. Thus, when a traditional brand uses organic patterns in maximalist packaging, perceived congruency strengthens, which subsequently enhances brand attitude.

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