2.1.1. Packaging designs
In a pretest, we manipulated packaging designs of frequently purchased supermarket products. Packaging designs for several frequently purchased products, such as ketchup, coffee, and milk were designed using Adobe Photoshop CS6. For every product category, we designed a package that looked typical for the category, as well as a package with an atypical shape. Brand logos and basic information (i.e., volume) were placed on the package designs, and held constant within each product category. Participants (N = 41) judged on a 7-point scale to what extent the product designs looked typical for a product in the concerning category (i.e., the variable typicality), as well as the attractiveness, price and quality
of the products as control variables. An ANOVA showed that the differences on typicality between the typical design (M = 6.35, SD = .98) on the one hand, and the atypical shape (M = 2.20, SD = .94) design on the other hand, were largest within the ketchup category