Purpose

This paper aims to identify how cute packaging design elements can influence young adult purchases of unfamiliar products, especially the perceived old-fashioned ones.

Design/methodology/approach

Two studies were conducted systematically with 240 young adults. The first study manipulated product characters, fonts, colors and storytelling styles to determine the cutest packaging elements. Packaging samples containing the cutest elements from Study 1 were tested for their effect on purchase intention in Study 2, moderated by product familiarity.

Findings

Anthropomorphized product characters, curvy, handwritten-like fonts, a mixture of colors and superhero story-like product information were considered the whimsically cutest packaging elements by young adults. Whimsically cute packaging design can bridge consumer product unfamiliarity and generate higher purchase intention.

Practical implications

Whimsically cute packaging design could be a promising alternative for marketers promoting unfamiliar products to young adult consumers.

Originality/value

This study's findings complement existing literature on cute packaging design, whimsical cuteness and extrinsic cue utilization theory.

中文翻译：

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奇特可爱的包装能否克服年轻消费者对产品的陌生感？

目的

本文旨在确定可爱的包装设计元素如何影响年轻人购买不熟悉的产品，尤其是那些被认为是老式的产品。

设计/方法论/途径

两项研究对 240 名年轻人进行了系统研究。第一项研究操纵产品字符、字体、颜色和讲故事的风格来确定最可爱的包装元素。在研究 2 中，测试了包含研究 1 中最可爱元素的包装样本对购买意愿的影响，并以产品熟悉程度为调节。

发现

拟人化的产品角色、弯曲的、手写的字体、颜色的混合和超级英雄故事般的产品信息被年轻人认为是最异想天开的可爱包装元素。奇特可爱的包装设计可以弥合消费者对产品的陌生感，产生更高的购买意向。

实际影响

对于营销人员向年轻消费者推销不熟悉的产品来说，异想天开的可爱包装设计可能是一个有前途的替代方案。

原创性/价值

这项研究的结果补充了有关可爱包装设计、异想天开的可爱和外在线索利用理论的现有文献。