Is less more? Or is less sometimes less? Examining the consumer trend toward minimalist packaging in consumable products
Researchers from Texas Christian University, University of Illinois Urbana-Champaign, and University of Georgia published a new Journal of Marketing article that examines the consumer trend towards minimalist packaging in consumable products.
The study, forthcoming in the Journal of Marketing, is titled “Symbolically Simple: How Simple Packaging Design Influences Willingness to Pay for Consumable Products” and is authored by Lan Anh N. Ton, Rosanna K. Smith, and Julio Sevilla.
Designing products is both an ...












