The results of Experiment 1 demonstrate that the orientation task can reveal either a specific orientation preference or multiple orientation preferences across participants, as opposed to there being no consistency of orientation over participants. These findings open up a number of further questions: For example, would the preferred orientations influence participants’ preference for a product when used on product packaging? If more than one orientation is preferred at a level that is significantly above chance, what drives such preference diversity? Why would consumers report preferring a specific orientation in Westerman study and a different one here? What is more, what variables correlate with the results of the orientation task?