An extensive body of research has shown that the orientation of, for example, shapes and lines can influence how people feel about objects presented visually. Indeed, the literature on visual aesthetics and preference certainly suggests that orientation can influence people’s preference for visual objects, for reviews on visual aesthetics and prefer- ence). Whilst aesthetics is known to play a key role in the con- sumer’s experience of, and preference for, product packaging, one may wonder about the specific impact of the orientation of particular design elements such as food and non-food visuals on packaging preference.