THE EFFECT OF PACKAGE SHAPE ON APPARENT VOLUME: AN EXPLORATORY STUDY WITH IMPLICATIONS FOR PACKAGE DESIGN

We examine a range of standard package shape types and test their effects on volume perception. Results show that consumers group most existing standard packages into four distinct shape categories, including cylinders, kegs, bottles, and spatulates. Each shape type has characteristic effects on volume appearance. Geometrically complex forms appear smaller than simple forms, suggesting that containers displaying different levels of geometric complexity evoke different consumer estimation strategies. For compound complex forms, composed of the conspicuous joining of two or more simple parts, including necks, shoulders, bodies, and feet, consumers key on the body as a sole indicator of volume.