Impact of Rectangular Product Shapes on Purchase Intentions

Package design has long been of interest to researchers since it is known to have an extrinsic impact on visual 'attention grabbing' (Pieters and Warlop, 1999) and perception of quality and quantity. A unique package for a product (shape, color and materials) gives marketers a definite advantage in the market place (Sherwood, 1999). It has been noted that brands often differentiate themselves by the shape of their packaging as it can affect a consumer's perception and purchase intent (Berkowitz, 2003).