How consumers interpret visually similar packaging

Abstract

This study explored how leader brands might use design to better manage the challenge of copycat packaging. Online semi-structured interviews incorporating photo-elicitation were conducted with 37 interviewees to understand how consumers perceive and differentiate between visually similar packaging from fast-moving consumer goods (FMCG) categories. Our findings show that participants find similarity in colour scheme and similarity in product name more likely to lead to mistaken purchases of copycat brands. These findings suggest that leader brands could minimise the impact of copycat brands by using their packaging designs to emphasise the protectable characteristics of their brands. This research contributes to the discussion on copycat phenomena by highlighting how design can play a central role in mitigating copycat packaging, and should be considered alongside more traditional reactive mitigation tools.