biological, pure and natural, for example. Consumers use catch-all terms to describe how they perceive products by packaging designs. However, when asking them which packaging communicates that products are ecologic, fair trade, biological, pure and natural, they are able to differentiate between those impressions.34 Furthermore, as consumers are less knowledgeable about design language, the exact and formal interpretation of these terms/impressions may be less clear. This suggests that predefined terms/impressions might need to be treated with caution in describing how consumers perceive products based on packaging design by themselves.45,46 This again supports the opinion that identified packaging cues and any terms/impressions cannot directly be used as the basis for design rules.