TODAY, IT IS universally acknowledged that packaging decisions can have a signi- ficant impact on sales. Accordingly, it is understood that marketers cannot be expected to make these decisions without some evidence of consumer acceptance (Young,
2002). Packaging is rarely viewed and considered alone. The most similar specifica-
tions are usually from mutual competitors, and the focus is often on the relative differentiation and preference (Young, 2006). Marketing personnel need to not only improve the visibility and findability of packages, they also have to consider how to display them with their real appearance (Young & Asher, 2009). An effective packaging design engages consumers’ at-