Package Design: Overcoming Challenges for Brands



Packaging serves several functions (e.g., containment, protection, preservation, and convenience) and is an important marketing tool that communicates and conveys brand-related values (Kahn, Lee & Chrysochou, 2022). Elements of package design, such as color, shape, location, package size, shape, and materials, are found to influence consumer behavior in elemental and holistic ways (Chandon, 2013; Cronin et al., 2022; Deng and Kahn, 2009; Lunardo et al., 2021; Raghubir and Greenleaf, 2006). Besides, packaging offers a multisensory experience with all senses contributing to brand evaluations (Decré and Cloonan, 2019; Little and Orth, 2013; Orquin et al., 2020; Velasco and Spence, 2018). On the downside, packaging is often seen as a waste source, negatively impacting the environment (Brennan et al., 2021), and is often criticized as misleading consumers (e.g., through inflated content perception and masked price increases).

Managerial decisions regarding package design are often complicated since many of these elements interact and result in different consumer responses. A recent case is how sustainability positioning may backfire for brands (Acuti et al., 2022). For example, while reducing packaging is desired by most actors (e.g., governments, companies, and citizens), less packaging can negatively affect brand image (Monnot et al, 2019). Thus, decisions regarding package design need to be evaluated carefully, especially on whether they have an overall positive impact on brands. Besides, the processes behind such evaluations require a better understanding. Overall, insights on how packaging supports brand building are essential, especially in successfully conveying values desired by consumers and society (e.g., health, quality, safety, environmental friendliness).

In this special issue, we invite research that focuses on the role of packaging in supporting brand-building processes. We welcome both conceptual and empirical contributions and quantitative and qualitative papers. In particular, we invite studies that are related to (but not restricted to):

  • Package design elements and their impact on brand and product impressions
  • Sustainable/circular packaging and challenges for brands
  • Package recycling/reuse/upcycling and its impact on brand and product impressions
  • Consumer attitudes towards sustainable types of packaging
  • Packaging material and their role in brand culture
  • Multisensory package design and challenges for brands
  • Consumer responses to package design and packaging technologies
  • Holistic package design and brand personality
  • Overcoming negative brand-related impacts from the introduction of packaging solutions
  • Package design localization/adaptation and challenges for brands
  • Implicit communications through package design
  • Limited-edition package design and impact on brand and product impressions
  • Misleading package design and impact on consumer responses

Guest Editors:

Prof. Polymeros Chrysochou, Aarhus University, Denmark, [email protected]  

Prof. Ulrich Orth, Kiel University, Kiel, Germany, [email protected]

Dr. Alexandros Skandalis, Lancaster University Management School, UK, [email protected]

Prof. Linda Brennan, RMIT University, Australia, [email protected]

Submission Information: 

Full papers submitted to this special issue are subject to the standard review procedures and rules of JPBM. Please see Author Guidelines here.

Please note that: 
Papers need to be submitted online to the Special Issue on “Brand management and cocreation: lessons from tourism and hospitality” through the ScholarOne System (  

  • For informal enquiries you can contact the guest editors.
  • Submissions will be blind-reviewed by at least two reviewers.
  • Based on the reviewers’ recommendation, the guest editors and the Editors-in-Chief will decide whether the particular submission is accepted as it is, revised and re-submitted, or rejected.

Deadline for submissions:

All papers need to be submitted online to the Special Issue on “Packaging Design: Overcoming Challenges for Brands” through the ScholarOne System: (

For informal enquiries you can contact the guest editors.
Open Date: The system will open: 1st August 2023
Deadline for submissions: 30th September, 2023


Acuti, D., Pizzetti, M., & Dolnicar, S. (2022). When sustainability backfires: A review on the unintended negative side‐effects of product and service sustainability on consumer behavior. Psychology & Marketing.

Brennan, L., Langley, S., Verghese, K., Lockrey, S., Ryder, M., Francis, C., Phan-Le, N. T., & Hill, A. (2021). The role of packaging in fighting food waste: A systematised review of consumer perceptions of packaging. Journal of Cleaner Production, 281, 125276.

Chandon, P. (2013). How package design and packaged-based marketing claims lead to overeating. Applied Economic Perspectives and Policy, 35(1), 731.

Cronin, J., Hadley, C., & Skandalis, A. (2022). Plastic: a passengerial marketplace icon. Consumption Markets & Culture, 25(5), 485-497.

Decré, G. B., & Cloonan, C. (2019). A touch of gloss: Haptic perception of packaging and consumers’ reactions. Journal of Product & Brand Management, 28(1), 117-132.

Deng, X., & Kahn, B. E. (2009). Is your product on the right side? The “location effect” on perceived product heaviness and package evaluation. Journal of Marketing Research, 46(6), 725-738.

Huang, J., Wang, L., & Chan, E. Y. (2022). Larger= more attractive? Image size on food packages influences purchase likelihood. Psychology & Marketing, 39(6), 1257-1266.

Hwang, J., & Kim, S. (2022). The effects of packaging design of private brands on consumers' responses. Psychology & Marketing, 39(4), 777-796.

Khan, H., Lee, R., & Chrysochou, P. (2022). Consumer Packaging Strategy: Localisation in Asian Markets. Taylor & Francis.

Littel, S., & Orth, U. R. (2013). Effects of package visuals and haptics on brand evaluations. European Journal of Marketing, 47(1/2), 198-217.

Lunardo, R., Saintives, C., & Chaney, D. (2021). Food packaging and the color red: How negative cognitive associations influence feelings of guilt. Journal of Business Research, 134, 589-600.

Orquin, J. L., Bagger, M. P., Lahm, E. S., Grunert, K. G., & Scholderer, J. (2020). The visual ecology of product packaging and its effects on consumer attention. Journal of Business Research, 111, 187-195.

Raghubir, P., & Greenleaf, E. A. (2006). Ratios in proportion: what should the shape of the package be?. Journal of Marketing, 70(2), 95-107.

Velasco, C., & Spence, C. (2018). Multisensory packaging: Designing new product experiences. Springer.

Monnot, E., Reniou, F., Parguel, B., & Elgaaied-Gambier, L. (2019). “Thinking outside the packaging box”: Should brands consider store shelf context when eliminating overpackaging? Journal of Business Ethics, 154(2), 355370.