When Less Is More: The Power of Simple Packaging for Consumable Products

A new Journal of Marketing study examines why consumers increasingly desire minimalist aesthetics in packaging of consumable products.

Read an in-depth recap of this research here: https://www.ama.org/2023/09/26/when-less-is-more-the-power-of-simple-packaging-for-consumable-products/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231192049

Reference: Lan Anh N. Ton, Rosanna K. Smith, and Julio Sevilla, “Symbolically Simple: How Simple Packaging Design Influences Willingness to Pay for Consumable Products,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: packaging, consumer goods, minimalism, product purity

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠University FM