Packaging and Messaging Legibility as a Tool for Influencing Consumer Choice – the Example of Exclusive Mineral Water

Abstract

Objective: The paper characterizes packaging as a factor influencing consumer choice and the legibility of the messages transmitted. It presents the results of research allowing message readability to be evaluated on the example of 19 packages of exclusive mineral waters sold on the Polish market.

Research Design & Methods: A typographical scoring system called TVScore, developed by M. Metz, was used to assess the readability of unit packages of exclusive mineral waters. It scores fifteen typographic parameters of the text on packaging (print style, print size, leading, boldface or italic, case, line length, print justification, print organization, contrast level, reverse print, shiny/light reflecting, print reproduction, print background, hyphenation, abbreviation).

Findings: The packaging evaluated had varying amounts of information (which did not depend to a great deal on the capacity and dimensions of the individual packaging). Text legibility was rated from 65 to142 TVScore points, significantly exceeding the threshold proposed by Metz, who assumes that a legible label has no more than 4 TVScore points.

Implications / Recommendations: The packaging evaluated in this study was characterized by very low readability and inappropriately organised text. This is a cause for concern and reason to redesign the packaging.

Contribution: The TVScore method has not been widely used until now and has never been used to evaluate packaging for premium food products packaged in bottles or cans, which are an integral part of the product and affect consumer perception of its quality. The research shows that the TVScore method is useful for assessing the diversity of bottle and can packaging and the readability and organisation of the information placed on them.