What a Strange Bottle! Effects of Perceived Congruence of a Package Design

Abstract

Facing the profusion of the offer in most of the markets, brands have to be creative to emerge on the shelves. Consequently many brands use package design as a distinctive cue, sometimes radically breaking with the traditional codes of their market. However, one can question the effectiveness of package which uses unexpected shapes. Is it useful to adopt a disruptive package design? Under which conditions is this true and why can it work better?